This was published 6 years ago
Shoes of Prey on verge of collapse as fashion startup stops taking orders
By Emma Koehn
One of Australia's most recognised online startups Shoes of Prey is on the verge of collapse with the footwear retailer stopping orders and co-founder Jodie Fox admitting the business has "faced struggles".
The startup was launched in 2009 with co-founders Ms Fox, Mike Knapp and Michael Fox, allowing shoppers to order their own customised shoes online and have them delivered within weeks.
Jodie Fox from Shoes of Prey in Melbourne CBD Credit: Wayne Taylor
On Tuesday afternoon, the business removed ordering options from its website and told customers "we’re pausing to consider our options for the future of our business, and we have stopped taking orders".
Shoes of Prey shut its website for a "pause" on Tuesday.
In an Instagram post, Ms Fox said while "early signs" for the company's growth were great, "we were unable to fully crack mass-market adoption".
The business will pause operations to "actively assess all our options" including a possible sale or relaunch of the business, she said.
In March, it emerged the fashion startup was making a pitch for $3 million in bridging funding from investors.
A pitch to investors revealed the company had lost $6 million last year off $7 million in revenue.
Fans of the business reacted to news of the store closure on Facebook, telling the founders they hoped Shoes of Prey would "get through the next phase".
"Hope you pull through! I have a pair and they are divine, so well-made, service was fantastic and I love wearing them!" one customer said on Facebook.
Ms Fox and Shoes of Prey have been contacted for comment.