The online shoe company cofounded by Kim Kardashian announces it's scrapping the monthly subscription model and adding lingerie and dress lines. The moves reveal its true secret sauce. ShoeDazzle started out as one of the new generation of consumer startups centered around a monthly subscription model: Sign up for the service and you get a new pair of pumps (or wedges, or boots, or stilettos, or…) every month for a mere $39.95. And they were celebrity-endorsed, no less.

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