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Brief Published: 20 Feb 2012

Subscription Retailing Continues to Boom


Subscription shopping continues to boom thanks to the introduction of increasingly innovative mail-based e-commerce ventures. Two models  of particular interest come from childrenswear company Wittlebee, and online music and food magazine, Turntable Kitchen.

Southern California-based Wittlebee focuses on the kids market, sending out boxes of specially selected childrenswear for $39.99 (£25.29) a month. Each box contains eight items chosen by Wittlebee based on information filled in by parents, including the child’s age, colour preferences and geographic location.

In contrast, San Francisco food and music editorial website Turntable Kitchen is offering its readers the chance to sign up for monthly deliveries of curated boxes, based on the idea that music and food always make a perfect pairing.

For $25 (£15.80) per month, each box includes a limited-edition seven-inch vinyl record; a downloadable mix-tape featuring tunes from up-and-coming recording artists; premium dried ingredients; seasonal, themed recipes; Turntable’s notes on that month’s music/food pairing; plus occasional treats, such as bonus giveaways.


Turntable Kitchen