Fashion site JustFab buys Christina Applegate company FabKids

FabKids, a subscription clothing site that personalizes outfits for girls, has been bought by the grown-up version of the same service, JustFab. The two fashion sites will now share one platform for, dare we say, double the fab. Moms and daughters can get style advice and hand-picked outfits on the same site.

Terms of the deal were not disclosed, but JustFab co-founder Adam Goldenberg told Upstart Business Journal that among JustFab’s 10 million members “25 percent of them have children under the age of 10, and for this segment, this is the most requested category we get.”

On its website, FabKids said they were “super jazzed” about the deal. Their offices will remain in San Francisco, while JustFab operates out of Los Angeles.

FabKids was launched in 2012 by entrepreneur Andy Moss and actress Christina Applegate (who is also the mom of a 2-year-old daughter). Through the subscription-based service, members receive a three-piece, handpicked outfit each month, which is supposed to reflect the ‘style profile’ that kids (or their parents) fill out when they sign up for the service. FabKids members also have the option of designing their own outfits online, and clothes are home delivered for $39.95 per month.

JustFab, run by model and fashion mogul Kimora Lee Simmons, offers a similar service for the adult market.

The acquisition will allow the two companies to share costs, presumably freeing up cash for expansion and new projects – such as FabKids Boys, which will launch in August. FabKids can also leverage JustFab’s overseas presence for new international markets.

And in case Applegate didn’t bring enough stardom to the company, Simmons’ reality show, Kimora’s House of Fab, which premieres next week, ought to do the trick.


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