In the Studio
Out of the Box
La Belle Bump Founder Anita Rajendra markets maternity and nursing wear to help women look and feel confident during a special time in their lives.
Subscription boxes have become a big business. We talk to three executives about how brands can reach new audiences by getting involved.

The post office may seem passé in today’s climate, but the truth is, everyone likes getting mail. When there is something fun – like clothes – inside the package, even better. Subscription boxes are everywhere. The fun and convenience of it is addictive. Beyond Stitch Fix and Rent the Runway, there are lingerie, sock and shoe monthly subscriptions. Some are rentals, others are try-before-buy, and many are great for gifts or as a way to connect with a niche target. One thing they have in common is that they can give a new consumer a first look at your brand through a different form of reach. We’ve asked three executives to break down this marketing method.


Founder and CEO, La Belle Bump

“I started La Belle Bump to help women look and feel confident and beautiful during this special time in their lives, with a personalized, sustainable experience that’s convenient and affordable,” said La Belle Bump Founder Anita Rajendra. With a changing body during pregnancy, sometimes styles that a shopper is accustomed to just don’t fit. “I love it when we send a customer something that may be different than what they’re used to, and they end up loving it!” La Belle Bump offers three options: one-time rentals, a seven-day special occasion rental and a monthly membership (curated by a stylist) with unlimited exchanges.

When Rajendra started maternity clothing service La Belle Bump in 2015, the rental idea was still somewhat novel. Today she sees “even established brands looking at the idea to gain more customers, especially younger demographics.” Keeping customers is the challenge. So, with maternity, there is some focus on pieces that don’t scream “pregnancy clothing.” “The usual idea is that during pregnancy, an item will get a lot of wear, so I’ll purchase it,” Rajendra explained, adding, “This can be a pair of work pants that fit amazing or a dress that always gets compliments; or a nursing top that is versatile enough to wear post-breastfeeding.”

With subscriptions, “the key is to keep anticipating the consumer’s next desire and to keep that elment of delight,” said Sharon Graubard, founder and creative director, SG Files.


Founder and Creative Director, SG Files

“Subscription boxes are a great idea for items that get replaced regularly – several lingerie companies have already implemented them and there’s lots of potential for activewear, swim and lounge,” commented Sharon Graubard, founder of SG Files. The trend consultant notes the greatest box popularity with Gen X and some Gen Z shoppers, while she sees signs that Gen Z is returning to the mall for their shopping. Customers keep coming back for more with subscriptions thanks to “customization, convenience and the possibilities of being pushed beyond one’s comfort zone – finding new items they would never have tried on their own,” she said.

While some subscription users like the element of having a stylist choosing their clothing (usually after a quiz), this can backfire if boxes seem way off-base, causing disappointment or potential cancellation. “I spoke to a Stitch Fix customer who uses their Freestyle option, which seems to be a happy medium. She is offered choices that fit her style and body-type and gets to choose ahead of time what she would like to try,” Graubard said. Stitch Fix’s algorithm can help a shopper find a specific piece like a ‘slim black pant’ with that person’s specific parameters, cutting out the overwhelming amount of clutter one can face while shopping.  

As far as a company who seems to be getting it “right,” in Graubard’s eyes, she points to Wantable. The firm segments its offerings into lifestyles including Style, Active, Sleep and Body and Men’s. There are also themed edits (ie. The Wellness Resolution Active Edit and the Denim Style Edit). “This business model is great for building a closer relationship with consumers and establishing a predictable revenue stream,” she elaborated.

Ezra Dabah, Chairman, President and CEO of Kidpik, emphasizes personalization and convenience with curated boxes of clothing and footwear for children.


President and CEO, Kidpik

“The competitive environment of subscriptions reflects the broader industry trend toward personalized and convenient shopping experiences,” noted Ezrah Dabah, president of Kidpik, a personal styling service for children. The company caters to time-starved parents and kids who appreciate curated looks. Unlike other services, Kidpik is dedicated exclusively to its own brand, “allowing for consistent quality, sizing, fabric and design across all items,” the exec explained. Boxes contain a head-to-toe look, complete with shoes. Parents can purchase individual pieces at to complement subscription boxes, increasing the number of potential outfit combinations. Along with a sense of autonomy, kids can simplify their morning routines.

“Customers experiment with different styles in a comfortable setting, increasing the likelihood of finding something they love,” said Dabah. Kidpik offers a discount for buying the entire box. Billing after the trial period reduces risk and lowers barriers to purchase. “Ease of use, combined with receiving a curated box of clothing, has been effective in encouraging consumers to adopt this new way of shopping, making the shift smoother than expected,” Dabah concluded.