ShoeDazzle Takes a New Tack

ShoeDazzle is trying on a new business plan.

Not only is the women’s e-tailer doing away with its $40 monthly subscription fee, it is also adding a full line of apparel to its mix, which already includes footwear, handbags, lingerie and accessories.

Prior to the changes, a customer’s membership fee was set up to encourage her to select one item from the website each month, and the member was required to log on and “skip” the month to avoid being charged if she did not want to order during that period.

“We are dropping that commitment to come every month because we want to give women the option to shop how and when they want to shop,” said Bill Strauss, who took over as CEO of ShoeDazzle late last year.

In keeping with ShoeDazzle’s original platform, site visitors will still be required to create profiles in order to buy, and members will continue to receive a monthly “showroom” of product choices based on their personal preferences, curated by a handful of celebrity stylists, including Kim Kardashian, who is one of the site’s founders.

The new no-fee policy went into effect on Thursday. And dresses and other clothing items will be added to ShoeDazzle’s mix over the next few months.

“What we’ve learned from our clients is that they want to buy more from us,” Strauss said. “When people saw the shoes photographed on a model, they so often said to us ‘please sell us the outfit.’”

The CEO hinted that even more product options might be on the way for the site. “We want to outfit our [customers] from head to toe,” he said.

The three-year-old company also marked another major milestone this week: The site has reached 10 million registered users, up from 3 million in June 2011.

And while the privately held firm doesn’t release financial information, when asked if those numbers were increasing, Strauss responded, “Yes, I can say that unequivocally.”

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