The newest member of the Andreessen Horowitz family ShoeDazzle wants to reinvent the fashion business. Andreessen Horowitz is leading a $40 million growth investment in the company., a Los Angeles-based online personalized styling and retail service that features reality show star and model Kim Kardashian. Members pay $39.95 per month ($479 per year) for which they get one pair of shoes sent per month to own outright. If a shopper chooses to skip a purchase that month, they pay nothing or can accrue a credit towards a purchase another time. A team of Hollywood fashion stylists chooses shoes for members every month based on their personal style.

ShoeDazzle, which has more than three million members and nearly a million fans on Facebook, offers an online shopping experience as follows: Shoppers join the site for free, filling out an online form that describes their shopping choices and styles.

ShoeDazzle’s Mr. Lee said that with the new funding, the company plans to beef up its staff of around 135 people. In addition, the company plans to launch in international markets such as the United Kingdom and to expand into other shopping categories apart from shoes and accessories, he said.

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