FabFitFun on Thursday said it has reached more than one million subscribers, who are in the U.S. and Canada and range in age from their teens to their 80s.
Launched in 2010 as a digital magazine, the company began its four-times-a-year seasonal subscription service three years later, according to a company press release emailed to Retail Dive.
Unlike many rivals, FabFitFun avoids overwhelming its subscribers by keeping its deliveries to just four times a year, and according to the company, it enjoys a diverse customer base, at least by some measures.
"FabFitFun is truly for every woman — whether you are a millennial, a mom of three, or a fashion-forward 50 year old," FabFitFun co-founder and editor in chief Katie Rosen Kitchens said in a statement. "We have members from all walks of life — from nurses to lawyers, software developers, police officers, makeup artists, fashion designers, dog walkers, interior designers and more."
The company's subscribers are its influencers, she also said, noting that the service leverages their input for the content of its boxes as well as its programming, which includes, in addition to the Facebook videos, FabFitFunTV, a streaming video service featuring on-demand wellness videos, other lifestyle content, the FabFitFun online community and year-round exclusive sales.
That likely helps support its model, which isn't the strongest in retail. Subscriptions can be a way to cement loyalty and grow repeat business, but the model has run into trouble in some cases. Just 55% of consumers who consider a subscription service ultimately subscribe, with replenishment services enjoying a 65% conversion rate, according to a study from McKinsey and Co. emailed to Retail Dive.
The service views itself as akin to Netflix, Amazon Prime and Spotify, all easy signups for consumers because they are valuable to their members, according to co-founder and co-CEO Michael Broukhim. "We see FabFitFun increasingly in those terms. For many people, joining FabFitFun is now a total no brainer, we see it as our job to make that more and more true for more and more people over time," he said in a statement.
To mark its million-plus milestone, FabFitFun is inviting members to submit a video about why they love FabFitFun, and "what about them best represents the spirit of the FabFitFun community," according to its release.