Limited Supply S12 E9: Story of a Subscription Empire (with Michael Broukhim, Co-CEO + Co-Founder of FabFitFun)
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Jun 4, 2025 Michael Broukhim, co-founder and co-CEO of FabFitFun, explains his journey from political web design to leading a thriving subscription box empire. He shares how 1 in 6 women have joined FabFitFun, highlighting the importance of curated products and timing in the subscription space. Michael likens his model to having treasures delivered rather than going on a hunt like at discount stores. Emphasizing adaptability, he also discusses the emotional challenges of leadership and the necessity for CEOs to remain vigilant during periods of growth.
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Earned Media Evolution
- Earned media has shifted from traditional press to buzz created by consumers via reposts and social sharing.
- FabFitFun creates collaborations and engaging products to cut through noise and stimulate consumer buzz.
Launching Brands via Consumer Insight
- FabFitFun launched the successful faux fur blanket brand Unhide after a last-minute partnership fell through.
- They've partnered with founders to build brands like Our Place, turning pitches into thriving businesses.
Flexibility in Brand Partnerships
- Evaluate brands based on audience fit and creativity rather than just product fit for the main subscription box.
- Use broader merchandising and storytelling to engage customers beyond the box itself.