Her Fashion Box has delivered more than 10,000 boxes of customised fashion accessories and beauty products to its subscribers in the year since launch, and founder Kath Purkis is seeking a second angel raising of $1 million to reach a target of 1 million boxes in the next two years.
28-year-old Purkis, a fashion e-commerce entrepreneur since 2007 when she founded Le Black Book, raised $250,000 in March 2013 (she only refers to a “silent co-founder”) to launch Her Fashion Box, after becoming convinced that “subscription commerce” was ripe for disruption.
“I subscribe to a few beauty boxes and a lot of it just feels like stuff in a box, it’s not that exciting,” she says.
Purkis’s business attempts to customise boxes for its subscribers, asking them to fill in a ‘style profile’ before receiving the first of their $40-per-month boxes.
“We find out if they prefer silver or gold, their skin type, what type of make-up they wear – we won’t be giving a 20 year-old the same box we’ll give a 40 year-old,” she says.