Secret Leaders FabFitFun: Creating A Celebrity Swagbag Subscription Box Model
Founded in 2010 in the USA by Co-CEOs brothers Dan and Michael Broukhim and Editor-in-Chief Katie Echevarria Rosen Kitchens, the wildly successful lifestyle subscription platform FabFitFun is a lifestyle membership that inspires happiness and well being.
Their flagship product, the FabFitFun box (now available in the UK), delivers a curated collection of full-size products across beauty, fashion, wellness, fitness, home, tech and more - to over 1 million members each season. And as well as the box, members have access to FabFitFunTV, their digital lifestyle magazine, a robust online community, members-only shopping experiences, exclusive perks, events, and their mobile app.
Now in their 10th year of trading and having surpassed $200 million in revenue, they have recently closed the most remarkably whopping series A of $80 million, led by some of the best venture capitalists in America.
But it hasn’t always been plain sailing.
“We were $1 million in debt when we closed our financing the first time. And we were running the business on credit cards, stretching every single payment, the first million that came in went right out the door.”
We chat about:
- How FabFitFun came to fruition
- Why newsletters are making a comeback
- Exploring finance options to fund the business
- The future for FabFitFun
- The self doubts and personal challenges that each founder faces
- What they’d change if they could do over
- Why you should never underestimate the importance of company culture
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