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Timeline: Stylistpick's evolution from member-only buying to specialist etailer

Accessories etailer Stylistpick started life as a subscription-only site but has made several changes since its launch in 2012. Here Drapers takes a look at some key moments in the history of the site:

  • November 2010 – Stylistpick launches as a subscription-only accessories etailer. Members take a Stylistpick fashion quiz and are then presented with their own curated showroom of footwear and accessories. They pay £39.95 a month and have either one pair of shoes or one accessory item delivered every month
  • April 2011 – The business receives £5m of investment from venture capital firms Index Ventures and Accel Partners
  • May 2011 – Stylistpick appoints former Shop Direct head of buying for footwear and accessories Savina Barnes as buying and merchandising director
  • June 2011 – Juliet Warkentin former content director at WGSN joins Stylistpick as chief creative officer
  • August 2011 – Stylistpick announces that it is to relaunch its site in September with a new design from designer Jonny Lu. The business also says it will launch a major TV advertising campaign to coincide with the new site going live
  • September 2011 – September 6 - Shoedazzle, the US-based subscription accessories etailer fronted by reality TV star Kim Kardashian launches in the UK as a rival to Stylistpick. Its membership subscription is also priced at £39.95 per month
  • September 2011 – September 14 – Stylistpick announces a major collaboration with pop-star and former X-Factor judge Cheryl Cole to launch a limited edition footwear collection in December. Cole will oversee the process from concept to design and packaging. Cole’s range - comprising mainly higher-heeled boots and shoes, is to be priced higher than other products on the Stylistpick site at between £79.90 and £119.85
  • December 2011 – Cheryl Cole’s range launches on Stylistpick on December 6 and the pop star fronts a TV advertising campaign for the etailer
  • January 2012 – Shoedazzle announces that it is to close its UK operation after just four months
  • February 2012 – Stylistpick receives $11m (£6.9m) of investment with which it plans to grow its business in the UK and overseas. The funding comes from venture and growth capital investor Fidelity Growth Partners Europe. The business says it now has around 600,000 members
  • March 2012 – The etailer moves away from a subscription-only model and now offers customers a pay-as-you-go option for products on the site
  • March 2012 – Stylistpick launches a French version of its site
  • May 2012 – The site discontinues its subscription model completely and introduces a wider range of product including clothing and swimwear to the site as well as widening its price architecture to offer customers more choice. Stylistpick also launches a collaboration with Louise Roe and announces its intention to launch a Spanish site in July

Readers' comments (1)

  • Jessica Good

    I really didn't 'get' that subscription only model at all. Who wants to be tied to buying their shoes from the same place all of the time? I don't! It seems weird to me.

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