It’s been quite a while since I’ve posted on my blog. I’m not sure what my cadence will be but certainly this timeframe is not acceptable.
Yesterday Ad Age ran a story on a new company that I founded, BlushBox.com. The story has already resulted in a number of inquiries from other media sources and friends so I thought it would be an interesting post to describe how this business came to be and a bit about the brand.
The idea for Blush Box was the convergence of a number of different data points over a short period of time that include the following:
- I am a partner in a high-end mens clothing store, The Independent. We have discussed adding high-end accessories for women that men can buy as gifts for their wives or girlfriends. This has resulted in doing some research into possible brands which created an awareness of the market.
- Through an investment fund that I’m a partner in, Brand Ventures, we made an investment in BarkBox.com about a year ago. I’ve been following this company and have been very interested in subscription commerce models.
- I came across a story (here) about how a number of sites have launched to sell sex toys and accessories to religious people. For the most part, the sites were awful and had unimaginably bad brands. However, I did see a need in this market place for a brand that focused on safety, quality and class…something people, religious or not, would all be interested in.
- I watched an interview on CNN discussing the explosive growth in this industry due to the book 50 Shades of Grey. The interview discussed the association of this industry and the adult entertainment industry. Very stereotypical even though the reality is this industry is very mainstream. It’s hard to find a woman these days that hasn’t attended a Pure Romance or Passion Party (think tupperware for sex toys) and you can now buy “personal massagers” at Brookstone in the airport, online at Amazon.com, or at almost any major retailer. In 2009 the NYT wrote an interesting story around how this industry has gone mainstream which I recommend.
So, it seemed to me that there was an opportunity to create a classy brand for a rapidly growing industry that also included a subscription commerce capability. I shared the brand and idea with a number of women who, without exception, enthusiastically supported the business. My business partner in both Rockfish and The Independent was equally intrigued so we decided it was time to take the next step and turn the merchandising and day-to-day operations of this company over to an expert, a woman who represented the professionalism and style that we wanted the brand to stand for. Claire joined as our Chief Merchandising Officer about six weeks ago and immediately began to build relationships with partners we trusted to bring safe, high quality products to our customers. She also launched a blog since education is another key component of this business. There is a lot on the horizon for Blush Box and the easiest way to stay connected to the company is to follow the Blush Box blog.
Following is the formal press release that we are sending out today. I am proud to be associated with this business and extremely excited and optimistic of its future!
FOR IMMEDIATE RELEASE:
BlushBox.com Launches Website That Focuses On Indulging Women’s Style & Sultry Side.
Blushbox.cominvites you to subscribe to a membership website and reveals its unique product line that is specially curated and delivered quarterly. Blush Box will boast sophisticated, high quality, stylish and sexy intimates, accessories and other surprises.
September 25, 2012—9:00am http://www.blushbox.com announces the launch of its website.
Blushbox.com is an innovative online company that caters to women by creating an exceptionally tasteful Blush Box with unique and sophisticated products. Blush Box is bringing together an array of unique, high quality items that will keep women feeling sexy, special and memorable all year round.
“The trend in media is taking women’s sultry side into the mainstream”, says Claire Kolberg, Chief Merchandising Officer of Blush Box. “My job is to create every box with the intention of surprising women with items we all want, but would not ordinarily buy for ourselves. The content of these boxes will make women feel sexy, stylish and classy.”
Romance and style is at the heart of Blush Box’s innovative concept.
“With our trusted partners we can bring a little self indulgence for women or a perfect gift for boyfriends and husbands to give their special lady”, says Ms. Kolberg.
Membership to Blushbox.com will afford special offers and discounted pricing on certain items. Additionally, Blush Box will offer individually priced boxes including the Blushing Bride box, Valentine’s Day, and a travel inspired box, to name a few. Coming soon, members will also be able to re-order favorite items from the subscription box as well as shop for a variety of items that have been selected by Ms. Kolberg because of their quality and style.
Blush Box was created with the purpose of filling the industry’s noticeable lack of tasteful and indulging products that all women desire. Blush Box is designed to add style, surprise and spice to every woman’s life.
For additional information contact Claire@blushbox.com or visit www.blushbox.com
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