Daniel Broukhim
Appearances
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Not everything is meant to be a subscription, though you can leverage it. There's reasons why it makes the experience better for the customer and the business better. And so for us, the way we're able to drive such deep discounts for our members is because we have the subscription base and we know with certainty that we're going to have this many customers coming back.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Like what are the things like, I think, you know, I'll say this, like there's, uh, like I, you know, people say cash is King true, like all these things, like, um, any business tips, uh, or big mistakes that you learn a ton from like the big mistakes that we, you know, I think the one thing is, Things that I've gotten more comfortable with that maybe I would have done sooner.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
One, like I was weary of hiring friends early on. Okay. And now I realize, especially if you have smart friends, like it could be a really good blessing. It gives them a great opportunity. When they're loyal often too.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Often. Right. Like, Uh, so like, we've been able to really do well with people that we've known for a really long time and, uh, you know, are usually super high aptitude and like, we'll often also take a risk on someone who maybe not, doesn't have all the experience yet, uh, for someone who has more potential actually. Yeah. Right. Cause like, I think like, you know, I think, um,
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
If you're like at like Amazon or Facebook or Meta, and maybe this doesn't apply to like, you know, this is like, you know, you get to certain, so we got to large company. It's like, okay, do you bring in like large company people or do you kind of stay entrepreneurial? Yeah.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And I think, you know, taking the risk on staying entrepreneurial and hiring people who kind of still are earlier in their careers and have more.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Of course. And hiring for attitude is a big plus. Like, you know, usually some of them are like people I'm close to already.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, like we already have kind of like, we know an entity from that standpoint. But I think for me, like, okay, maybe they didn't have all the perfect experience, but they're super talented, right? And they can learn. And they can learn and they're like motivated to like prove themselves. And like, you know, often like in, you know, if you get to a big stage, like you're still
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
But, you know, now that offering has really evolved into Discount Retail Shopping Club. So as part of the membership that you get. You basically get a curated menu of about 50 to 60 items every season where you pick six and you get about $300 in value and you're paying $70 a season or $220 a year. So really effectively, it's $55 a season if you are buying an annual membership.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
out there as, like, a meta, right? Like, who goes against the best of the breed in terms of people who have all the experience? So, like, and, like, it's also, like, a difference in cost, right? And it's, like, you start seeing some success, and then all of a sudden, let's hire the talent. Like, I've never seen and done this before, and, like, whatever. And, like, there's some truth.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Like, of course, you can find, like, the
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
perfect person right then like great bring them in but like often like the smart person who's hungry who's capable who wants to learn is more than good enough and they can grow into the role more than that over time so like you know there's a balance like i wouldn't over lean in one direction versus the other we've actually you know we went in one direction now we've kind of come back and like we're somewhere in the middle of course correct yeah yeah definitely
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Honestly, I'm not too affected by it. Yeah. Like, I think, you know, we've been lucky to have a lot of success. But I think also, like, I just, I, you know, I'm. Has that changed?
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I don't know if it's changed. I would just say I have, like, a pretty unique perspective in the sense that, like, I also had cancer. So, like, I'm a cancer survivor. Yeah. And so, like, for me, it's like, this is all fun. This is business. Yeah. This is like, it's a game. I'm probably in a position where like, I'm never going to like, look, it doesn't, it's not fun to lose money. Yeah. Right.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
But like, I'm probably in a position where like, I'm never going to be on the street. Yeah. I'm never going to be like suffering. Right. Like, you know, I may be able to buy a few more things or buy a few less things and like feel a little more comfortable, feel a little like for the most part, I'm going to live a pretty decent life at this point.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
So like you kind of keep that perspective and you're like, OK, well, if that's the case, like what's the worst that could happen? Like I have my health now. Thank God it's back. I can, you know, spend time with my family. I have a lot of good friends. I enjoy what I do, which is, you know, it's fun. I love business. So, like, yeah, and, like, business has ups and downs.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I think you realize money comes and money goes. And so, like, that gives you a much healthier perspective towards money, I think. Like, especially we've all seen it because, like, you know, if you started your career when I started my career was, like, 2010. and like had a 10 year run. And then all of a sudden you're like, Oh my God, 2020. You're like, I didn't know it could get like this in 2021.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And like, I'm seeing COVID things were good for a while, but then they got bad. It's like the whole thing. Like, you're just like, okay, well, I haven't lived through the cycle. And now that you've lived through the cycle, you're like, well, it can come and it can go. And like, there's not, you know, there's not, It's not the end of the world.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Buy Tesla stock. Oh, yes.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, that was sort of choking. A lot of it. But how far back?
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I mean, I think, like, the one thing is, like, you realize that, like, you know, the at-bats also matter. And so, like, I started my entrepreneurial career a little bit later in life. And, like, when I think about, like... How old were you when you started your entrepreneur career? Probably 27, 28. Okay. Like, around that age, 27-ish. And I think, like, you could start earlier, right?
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
If you want to be an entrepreneur, like, it's, like,
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
it's all years right now there was three years you're like learning like a sponge and then after two three couple years you're kind of like okay you're swinging you know like you're like trying to make it happen and like the more at bats the more likelihood that you'll succeed and like those five and also like your energy when you're i mean like you have a lot of energy but like the things you're willing to do when you're like 22
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And then you also get access to sales where you get the lowest price on the Internet. Yeah. and a lot of proprietary and exclusive products. So, you know, business has really evolved. There's like that core kind of consumer offering, which is the retail piece of it. But we also own and operate some brands.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah. It's like insane. Like I think back to like what I would do at 27 or 28, 29. I'm like, if I did those same things now, I don't, it would be, I don't still want to, you know, like I couldn't, I couldn't fathom doing, I mean, there's a smarter, you can work smarter, but like, am I going to sleep on my couch and wake up in my office? Like, you know, like, uh, be up all night doing things.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
No, I don't, I don't.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yes, you get smarter.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Of course. At some point, if you're not there for a week or two, not much should happen. Realistically, six months or a year, you really have all the pieces in place. Like there might be like the major strategic initiatives or some things like you're specific. Like I work on certain specific things.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, exactly. Like I specifically work on M&A.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And like, you know, I'm here in Miami. And like while I'm in Miami, it turns out that I might be getting an M&A deal done. Yeah. Right. And so like it just and maybe two. So like it just so happens that like that role, like if I wasn't doing it right and maybe someone else, like maybe it would it may or may not happen. Yeah. Yeah.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
the right decision yeah or the or yeah one that's like pretty critical yeah so yes yeah no i love it so last question easy one yeah where do people find you and learn more about the business uh so you can actually uh uh you can email me daniel at fabfitfun.com i'm also on uh x and instagram now i'm i'm recently tweeting more So you're on X, but you still tweet.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, I'm tweeting more, but I don't tweet a ton. But I post on both platforms from time to time. So maybe I'll be doing more of that in the future. But yeah, love to stay in touch. Anyone wants to reach out to me, they can find me on those platforms, as well as email. And love to stay in touch. And thank you for having me. Absolutely.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
You know, some of them we own wholly, some we own jointly, and we help people launch brands through our platform. A couple people may know one is called Our Place, which is a direct-to-consumer kitchenware company. And another one's called Unhide, which is a direct-to-consumer blanket company. And another one's called Pupbox, which is a subscription box for dogs. Yes. So we have that.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
So we're able to place extremely large purchase orders on products that otherwise, you know, we'd be buying much smaller ones without that kind of confidence. And we're able to pass those savings on to our customers.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
We also have also forwarded it forward into like the B2B side of things. We do fulfillment, product development, sourcing, and now starting to do some packaging for other brands as well. So it's really it's like changed over the years, right? Yeah, it started off literally as a blog. Yeah. And then became a newsletter. Then we launched the subscription box.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And then we customized that. So it became a very personalized shopping platform. We could pick all the products. And we started adding sales throughout the year. We have sales every single week. And now we have a more permanent e-commerce store. We have actually a ton of products you can subscribe and save to as well as more of that permanent store. So that's really evolved.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And then on top of that, now we start, you know, if you want to break down. So there's like the core retail business. Yeah. There's the owned and operated brands. And then there's like the B2B side where we really work with brands and partner with them and help enable their operations.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Well, yeah, actually. So for us, it started from the customer side where there were certain products that we wanted to bring to our platform that we were unable to actually buy from brands. And so we're like, okay, well, we can't get these at the price points that we want. We know we can make a product that is equivalent, if not better. And that's how we launched Unhide initially.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And we had tested a few other items, actually. Like there was a fruit infuser water bottle that we launched. It was like our first branded product. It was actually branded under the FabFitFun brand itself. Wow. And, uh, we did the bottle, we put it in, in, in the boxes. It actually went crazy. We actually listed on Amazon. It was generating a ton of revenue off Amazon.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Uh, and then we started getting all these copycats. So we always, Hey, good. We better, if we want to really, you know, do this, like we should. probably have some more infrastructure around it. So these were really kind of customer driven things that we're like, OK, we can't really deliver the products they want, so let's go make them.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
But yeah, of course, there is an economic benefit to also owning the brands because the brands don't just live on FabFitFun, but they go off platform so people can then enjoy them elsewhere.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
You're getting, it's like, we'd like to think about like a Super Bowl for CPG, you know? You get in the box, which, you know, the people who are buying the box itself are people who are looking for new things, looking to discover, looking to try. And a lot of them also, you know, they're on social media.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
So they're posting, they're doing the unboxing, they're sharing the information to their friends. They're usually the person, the friend group who is ahead of the trend and like kind of knows what's out there. So like... Um, you know, I think we're like, you know, the, the, the, the kind of the tip of the spear for them. Like, this is a great way to kind of get your brand out there.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And like, you know, we have obviously our core customer, which is our shopper, uh, and like our member and like, that's always gonna be number one, but we do really think of ourselves as a partner as a brand and them as a second type of customer. So in a way, it's a two-sided business where we're not just serving the consumer, but we're also serving these brands.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And now that we're starting to offer these other ancillary services like fulfillment, product development, sourcing, packaging, trade finance, we really help them bring everything to life.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I think every, look, not all like, Subscription is an amazing tool, right? For us, because we're able to count, not everything is meant to be a subscription, though you can leverage it, right? And there's reasons why it makes the experience better for the customer and the business better. then it can make a whole lot of sense.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And so for us, the way we're able to drive such deep discounts for our members is because we have the subscription base and we know with certainty that we're going to have this many customers coming back. So we're able to place extremely large purchase orders on products that... Otherwise, you know, we'd be buying much smaller ones without that kind of confidence.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And we're able to pass those savings on to our customers. And so like for us, I think it's a tool that's super important to know that these are like members who are repeat and coming back. Uh, because it allows us to take that confident buy.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Uh, and then also because, you know, we integrate so much marketing into the sort of platform itself, both with our customers, but with influencers who are promoting it and so on and so forth, the brands really benefit from that. So that's one, uh, Also, we've added a lot of things that we wouldn't otherwise be able to add.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
We have digital components in the membership, a community that you get as being part of a member that are these one-to-many goods that otherwise you wouldn't be able to deliver or invest in if you didn't have that repeat nature of the business.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
We've definitely tried everything at a different point in time. I'd say, you know, the one consistent has always been like meta has always been the biggest for us. Face paid. Instagram and Facebook, right? Like the two of those. But like at different points we've done an influencer. And so like, and I think influencer for a while got like a little more challenging.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And there was a certain point in which influencer. It got saturated. Yeah, it got saturated. It was the greatest channel ever. And now you have like new things popping up. Like people are talking about app loving all the time. I think, you know, obviously TikTok has been huge. It works for some brands, but not for others. TikTok shop is like all the rage. TikTok shop is all the rage.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I am actually super optimistic about how Snapchat is going to perform in the next couple of years because I think they're really fine tuning their sort of ad platforms. I think it's still early there, but I'm talking to people who are actually spending on Snap pretty successfully. So, like, you know, it all depends.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
It's also, like, you know, we have a slightly older customer, so ours, you know, will be in certain areas. Like, maybe CTV works for our brand and it might not work for another one. And, like, I think that's another one where CTV is another one that people are talking about on the tip of a lot of people's tongues.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Pod has been super successful. Radio, I think we...
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
tried it lightly but it's never been a big push for us it's visual with a lot of your products right yeah share the box you can talk about the membership and the podcast definitely work and i guess podcasts now are usually both visual and yeah like i wonder what percentage of podcast listeners are watching the video versus just listening but like there's a lot of trust in podcasts though right i'm like the influencer or the channel host so it's
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Thank you. Great to be here.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Of course, and, you know, when you can do podcasts, like, you know, the ability to target your demo is so much better than, like, traditional radio in some ways that, like, you know, it's just... I'm sure we've done some tests because, like, you know, we've done so many things over the course of, like, you know, 13 years. But, like, I'd have to go back and, like...
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
It's meta is where the scale starts. Like it's like, you know, of course, like it's gotten so much worse, uh,
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
over the last years right there's also like the apple changes so like it's hard to know which is which like because it was always it's been competitive for a while but then it got super competitive and then all these changes happen and then also the economy softened so it's like it's it's really hard to disaggregate like where things are coming from but like it's a bit of all of them right like exactly yeah i found
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And God knows what's going to happen if TikTok gets banned. Like, I don't know how that affects the price of advertising everywhere else.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Like, the only thing I would say is, like, in terms of CRM efforts now, what wasn't big that has become really big is, you know, obviously, I mean, I don't want to say they weren't. Well, SMS has become so much bigger recently. Yeah, I was going to say. And then push. It becomes so much bigger for people who have apps.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
So, like, you know, I'd say, like, it started mostly with email as our CRM strategy, and now it's evolved to include both of those.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And people understate the complexity in getting those things right. It's like to deliver the right text method and clients, the right consumer. And then like, yeah, of course, there's, you know, how many letters and costs and this and that. It's not cheap either.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, sure. So I'm Daniel Rukim. I am the co-founder and co-CEO of FabFitFun. I was born and raised in LA, grew up there most of my life before going to Berkeley for undergrad and then UCLA for law school. When I was in law school, I decided I didn't want to practice.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
well especially yeah we had a list of like 200 000 on text and sometimes if you send like one character extra and it sends two texts it's like oh that cost you another yeah exactly so you have to be really careful i mean we we don't make those mistakes but well we don't yeah no long term then sometimes i'm like why is the copy you know well it's it's like you can be a little more creative there's a lot of space here yeah yeah uh but you know i think um
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Yeah, it's we have a lot of tools at our disposal in a way. So that's good in the sense that like there's a lot of opportunity, but it's also more complex than people realize. Sure.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I mean, I think it should always be part of the offering for most products. I mean, some things may not make sense to subscribe for at all, right? Like, you know, like a durable good that you're not going to ever replenish or you have another one. But, like, for the most part... you should allow people the opportunity. For ours, you can cancel any time. There's a lot of fungibility.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
I actually think you get a lot of benefits by going into the membership and seeing the other things because the sales are actually a larger part of our business now.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Right. That's the perfect way to frame it. We like to think of it as a Costco, but in the sense that it's for like beauty and lifestyle and wellness and home. But it's also like the sort of the front of the life cycle of a product. It's like the latest products, the hottest, the newest stuff.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
uh it's a lot of that's on our platform whereas costco is just like random stuff yeah so it's also bulk and we're not both like you don't have to go buy yeah like a gallon of well you're doing the book to give we're doing the ball right at the end consumer yeah like it goes you know if you go buy a ketchup from costco you might buy like ketchup for a year yeah or us if you're buying lip gloss you're buying one little one yeah but you're getting the cost benefit of course yeah the bulk buy yeah and i guess it's that's a great way of putting it yeah
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
And so I started working on some of my own entrepreneurial initiatives, starting with a digital agency out of which I launched FabFitFun. Initially as like actually a newsletter and blog. And then, you know, from there we evolved it into a broader retail e-commerce platform where, you know, as part of FabFitFun, the core kind of offering is a subscription box.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
No, I'm kidding. We have a pretty robust merchandising team. I don't know. How many do you pick?
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
do you still pick products uh i definitely uh on occasion yeah uh will suggest the product to the merchandising team yeah but it's not like i uh you know i don't like force them to show anything but you have several staff just sat there all day that's their only job oh yeah there's 30 40 people on the merch team lab working yeah it's a pretty big team okay uh you know because they're coming for products coming through thousands of products talking to lots of brands
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
getting samples yeah and also yeah and also like the compliance issues with like these massive orders we're ordering a couple hundred thousand units of something like there's a lot involved in the back yeah we are interesting and so like there's a sourcing component to it uh but um I would say that, like, you know, it's kind of like a joke.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
Like, you know, I want us to go into Food & Bev, and, like, I sourced, like, our first hot sauce, and I put this hot sauce, this hot sauce called Zab's on there, and it sold out. And I was like, look, you know, who has a higher sell through? Like, they still, like, make fun of me, and I make fun of them, and, like, I have fun with a merch deal.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
It's probably the most fun part of an org in some ways. Like Christmas shopping, right? Yeah, exactly. It's like, yeah, it's so, like, you know.
Living The Red Life
The Secret to Building a Subscription Empire – Insights from Fab Fit Fun Co-Founder Daniel Broukhim
that aren't cliche or that are cliche, like cliches are pretty good. Uh, you know, I, I, you know, I think, um, Hmm.