Shoes of Prey

About Shoes of Prey

Shoes of Prey was an Australian startup that launched in 2009, founded by Jodie Fox, Michael Fox, and Mike Knapp. The company was born from Jodie's personal desire for unique shoes, leading to a business where customers could design their own footwear online. The founding team combined their diverse skills—Jodie's background in law and advertising, Michael's experience in law and online marketing at Google, and Mike's expertise in computer science and law, also from Google—to build the venture.

The core of the business was an online 3D design tool that allowed customers to create bespoke shoes by choosing from a vast array of materials, colors, and styles for every part of the shoe. This direct-to-consumer, on-demand manufacturing model aimed to provide personalized footwear without the inventory risks of traditional retail. Revenue was generated through the direct sale of these custom-designed shoes, with prices varying based on the complexity and materials chosen. Initially, the company found success within a niche market of women who were passionate about customization, growing rapidly through word-of-mouth and achieving profitability within its first few years. The business expanded its operations globally, with a headquarters that eventually moved to Santa Monica, a factory in China to control production, and partnerships with major retailers like Nordstrom and David Jones for physical concessions.

Despite raising over $24 million in venture capital from investors including Khosla Ventures and Blue Sky Alternative Investments, the company faced significant challenges when it attempted to scale and capture the mass market. Market research indicated a broad interest in customization, but in practice, mass-market consumers experienced "decision paralysis" and preferred to be shown trends rather than create designs themselves. This misalignment between research and actual consumer behavior, combined with the high operational costs of one-at-a-time manufacturing, led to an unsustainable cash burn rate. The company's complex business model was difficult to scale profitably, and attempts to pivot—for instance, by catering to customers with non-standard shoe sizes—were not enough to cover the high fixed costs. After halting operations in August 2018, Shoes of Prey officially went into liquidation in March 2019.