Limited Supply S12 E9: Story of a Subscription Empire (with Michael Broukhim, Co-CEO + Co-Founder of FabFitFun)
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Jun 4, 2025 Michael Broukhim, co-founder and co-CEO of FabFitFun, explains his journey from political web design to leading a thriving subscription box empire. He shares how 1 in 6 women have joined FabFitFun, highlighting the importance of curated products and timing in the subscription space. Michael likens his model to having treasures delivered rather than going on a hunt like at discount stores. Emphasizing adaptability, he also discusses the emotional challenges of leadership and the necessity for CEOs to remain vigilant during periods of growth.
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Career Path to FabFitFun
- Michael Broukhim started his career building websites for political campaigns before transitioning to celebrity clients in Los Angeles.
- His experience at gifting suites inspired the idea for FabFitFun, turning gifting into a consumer experience.
Curation Over Samples
- FabFitFun differentiates by offering full-size, high-value, curated products rather than samples and focuses beyond just beauty.
- Consumers want convenient, on-trend lifestyle products that reduce the pressure to be cool and on trend.
Inverse TJ Maxx Model
- FabFitFun acts like the inverse of TJ Maxx, offering discount products at the beginning of their lifecycle rather than end-of-season.
- This approach provides brands an elevated environment without cannibalizing their existing retail traffic.