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04/14/2021

FabFitFun looks forward to a personalized summer

Dan Berthiaume
Senior Editor, Technology
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A subscription membership retailer will launch a fully customized shopping experience.

Beginning with the summer 2021 season, specialty women’s retailer FabFitFun will enable current and new annual members of its subscription program to choose every item they will receive from each choice category based on personal preferences. Seasonal members will have the additional opportunity to customize one additional product in their assortment.

To support its personalization options, FabFitFun is making ongoing investments in innovations at its fulfillment center. Recent implementations include the rollout of smart SKU and customized pick-to-light technologies, which enable for the rapid intake and high pick productivity needed for highly customized orders.

The company is additionally rolling out a “swap for credit” option, which allows members to forgo their seasonal box and use the credit to choose from thousands of products included in FabFitFun’s e-commerce shopping options. The customization and swap for credit programs will both roll out beginning with FabFitFun’s summer 2021 season launching at the end of April.

“We do not believe that one box fits all. We are all unique individuals and we’re all looking for different products to serve our personal choices at different times in our lives,” said Katie Echevarria Rosen Kitchens, co-founder and editor-in-chief of FabFitFun. “Our needs and our wants change day to day, season to season. With the fully customizable box and swap for credit features, we’re able to best serve our diverse membership and they’re able to create a membership experience that is truly unique to them.”

“The infrastructure advancements made at our fulfillment center will allow us to deliver unlimited customizations on our subscription box. What started as one curation for thousands of members in 2013 could now be well over a million, customized for each individual member of our community,” said Michael Broukhim, co-founder and CEO. “We hope to provide an unparalleled shopping experience to our community members, and these innovations will be integral to our business model as we continue to scale.”

FabFitFun’s flagship product, the FabFitFun Box, delivers a curated collection of full-size products across beauty, fashion, fitness, wellness, home, and tech each season. In addition to the box, FabFitFun members receive access to year-round perks including the FabFitFun online community, members-only shopping experiences, and exclusive digital content.