Pinterest is moving into real-world business as the discovery platform is about to launch its first ‘Pinterest Box’ in partnership with FabFitFun, a renowned lifestyle subscription box company.
The ‘Pinterest Box’ was announced at the Cannes Lions Festival. It will include nine different products that match up to trends from the Pinterest 100 report. The box will be available through the partner lifestyle subscription-box company, FabFitFun. The box will be sold for $49.99, and customers will also be able to get the ‘Pinterest Box’ as part of their FabFitFun annual membership ($179.99).
For now, it will be a one-off but Katie Rosen Kitchens, co-founder, and editor-in-chief of FabFitFun, expects the Pinterest Box to sell out. Kitchens also explained she hopes the ‘Pinterest Box’ will become a recurring box, released yearly alongside the Pinterest 100 report.
On the Pinterest side, Vikram Bhaskaran, head of market development at Pinterest, is also convinced that “this is very much on brand for both companies” as it combines Pinterest’s expertise in knowing what is trending with FabFitFun’s experience of the subscription boxes market.
Pinterest being a data-lead company, Bhaskaran added that the company would look at box sales data, existing FabFitFun buyers vs new users and the impact on Pinterest trends before deciding to repeat the experience:
“Boxes have been around awhile, but there have been few that get smarter based on user data. The macro trend here is about personalization as it is. The box is just a manifestation of that.”
Pier1 Imports, Tarte and R+CO are among the nine brands included in the first-ever “Pinterest Box.”
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