My Little Box continues its international development

By

Sarah Ahssen

Published
Jul 3, 2014

Having expanded into Japan in fall 2013, My Little Box will now be marketed in the UK beginning in September. Launched in 2011 by My Little Paris - the site that offers everything from design ideas to restaurant recommendations - the actual boxes, which arrive once a month to subscribers’ doorsteps filled with 16.90 euros worth of thematically organized accessories, lifestyle items and makeup, boast 80,000 clients in France.

Aufeminin.com, the women’s web portal owned by the German publishing house Axel Springer, acquired a 60% stake in My Little Paris last December in order to broaden audience, to get a foothold in the e-commerce market, and to accelerate its international development.

It’s a strategy that is different than that of other "discovery commerce" players such as Birchbox or GlossyBox, which have bought out their competitors in order to grow internationally.

For example, JolieBox acquired the Spanish Glamorum and the British Boudoir Privé before being acquired itself by American Birchbox.