After Walmart Deal, Kidbox CEO Has Brick and Mortar Ambitions

April 17, 2019

By Chloe Aiello

Kidbox, the online fashion subscription service for kids, is ready to grow up and settle down, its CEO Miki Berardelli said.

"Brick-and-mortar ー I am certainly thinking about it as part of our vision," Beradelli told Cheddar on Wednesday, just days after announcing a partnership with Walmart and the retailer's Jet.com delivery business.

"We have seen a lot of digitally native brands then establish a physical footprint, and really bringing this experience to a retail environment would be really exciting to me after an entire career in retail," Berardelli said.

Walmart and Kidbox announced their partnership on Tuesday when they unveiled a $48 style box for kids.

Like Stitch Fix and other subscription retailers, Kidbox allows parents or their older children to fill out a style questionnaire and receive a curated selection of four or five appropriately sized clothing items and accessories. Kidbox does not charge for styling or shipping, only for kept items, and returns and exchanges are free.

"We wanted to remove all the obstacles from shopping," she said, adding: "We have great success with our keep rates."

The partnership between Kidbox and Walmart's Jet.com online service represents Walmart's first foray into subscription boxes, although it's been expanding its reach in apparel in a number of ways, partnering with celebrities like Kendall and Kylie Jenner, acquiring boutique brands ModCloth and Bonobos, and teaming up with companies like Lord and Taylor to add more premium brands. Berardelli said those innovations are part of what attracted Kidbox to Walmart.

"We were very intrigued and very impressed with what they are doing with their fashion and apparel presence, and their e-commerce presence in general, how they are really pushing the limits on digital innovation. When we started talking through the synergies, it just made sense," Berardelli said.

Kidbox also has a $98 box coming soon for Jet.com, the e-commerce platform that focuses on the upscale, urban customers that Berardelli said have "a higher threshold for spend."

For full interview click here.