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ShopStyle Founder Teams Up With Actress Christina Applegate to Launch FabKids to Personalize the Shopping Experience for Children's Apparel


August 2, 2012 - SAN FRANCISCO, CA

Personal Retailing Inc. today announced the launch of FabKids (http://fabkids.com/), a new children's brand and personalized e-commerce service that keeps growing kids in fresh, affordable and stylish outfits every month. Led by ShopStyle founder and serial entrepreneur Andy Moss, together with new mom and actress Christina Applegate, FabKids delivers complete outfits designed, created by and sold exclusively on FabKids.com. Today, the company also announced that it has raised $2.6M in Series A funding led by Hillsven Capital, with additional investments from leading Silicon Valley entrepreneurs and angel investors.

"With annual sales reaching $100B globally, there's a huge opportunity for success in the children's apparel market," said Brian Sugar, FabKids investor and CEO of Sugar Inc. "FabKids offers a truly unique approach for solving a key pain point for parents who want to make sure their children are in stylish, wearable, quality clothes, but don't have the time or money to keep up as they constantly outgrow their clothes."

HOW IT WORKS

FabKids was created to revolutionize the shopping experience for busy parents by providing them with ongoing style recommendations that are personalized for their child. With a monthly membership of $49.95, one outfit credit -- good for a 3-piece head-to-toe outfit -- is made available to members each month. Here's how joining the FabKids' outfit club works:

  • Create a Style Profile: Members create a style profile based on a kid friendly quiz of 15 visual questions such as: What is your favorite color? Which is your favorite outfit for school (from bold trends to pretty florals to jeans and tees)?

  • Shop your new Style Selection: Members receive personalized outfit picks each month; members have the option to buy the recommended outfit, choose another outfit or skip the month all together at no charge.

  • Enjoy your new Outfit: Members receive their new outfit within a week. All outfits include free shipping and returns, and are backed by the FabKids' "Pinky Promise" of 100% satisfaction guarantee.

"We are thrilled to bring personalized and convenient one-click outfit shopping to busy parents," said founder and CEO, Andy Moss. "It's a revolutionary new concept and working with a savvy partner like Christina Applegate, who shares our passion in personalizing the apparel market for stylish girls, has really helped bring this vision to life."

FabKids launches with its Back-to-School collection of over 100 "ready-to-play" outfits for girls sizes 2-8, with sizes 10 and 12 soon to follow. The company also plans to expand into additional categories, beginning with Boys and Infant/Baby apparel to be introduced in 2013.

To learn more about FabKids, and to shop personalized outfits for your favorite girl, please visit http://fabkids.com/.

About FabKids
FabKids (www.fabkids.com), the new way to keep growing kids in stylish, affordable and ready-to play outfits, is a leading children's apparel brand and innovative e-commerce website offering a personalized and convenient online shopping experience for busy parents.

The company was started by a team of parents, including actress and new mom Christina Applegate and ShopStyle founder and serial entrepreneur Andy Moss. The San Francisco based company includes a team of children's clothing experts and e-commerce veterans from Tea Collection, Gap, Banana Republic, Old Navy, ShopStyle and One Kings Lane.

FabKids is the first brand from Personal Retailing Inc. a privately held personalized e-commerce company backed by Hillsven Capital that was founded in August 2012. Follow FabKids on Twitter (https://twitter.com/lovefabkids) like us on Facebook (https://www.facebook.com/LoveFabKids), or learn more at http://fabkids.com/.

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Media Contacts:
Shauna Drumright
FabKids
Tel. (917) 363-2586
Shauna@fabkids.com

Colleen Wickwire
for FabKids
Tel. (858) 336-1078
c.wickwire@me.com
Twitter: @cwick

MarketWire

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