Unpacking the Box Bubble

Patrick Clark and John Tozzi

COURTESY BARK BOX

Since a pair of Harvard Business School classmates launched Birchbox in 2010 to sell beauty products through monthly shipments of curated samples, dozens of imitators (focused on everything from fishing tackle to sex toys) have cropped up. A website devoted to the stuff-in-a-box industry, SubscriptionBoxes.com, counts at least 135, including Jacked Pack, full of nutritional supplements, and Bug Out Box, for survivalist gear.

Name

Tackle Grab

Monthly cost

$12 to $16

Types of goodies

2,500 anglers subscribe for fishing lures, bait, and other gear

Name

ManPacks

Monthly cost

$15 on average

Types of goodies

More than 10,000 guys get razors and underwear

Name

BarkBox

Monthly cost

$19 to $29

Types of goodies

45,000 canines get treats, toys, and grooming products

Name

KnitCrate

Monthly cost

$11 to $65

Types of goodies

400 knitters of all levels sign up for yarns and patterns

Name

Plated

Monthly cost

$10+ per meal

Types of goodies

Home cooking without the trip to the grocery store

Name

Panty Fly

Monthly cost

$9

Types of goodies

10,000 women buy brand-name underwear from sporty to sexy

Name

Boink Box

Monthly cost

$25 to $50

Types of goodies

Sex toys for those afraid of being seen buying them

Name

Birchbox

Monthly cost

$10 (women); $20 (men)

Types of goodies

A cornucopia of beauty products for more than 300,000 homes

Name

KlutchClub

Monthly cost

Starts at $18

Types of goodies

Health and wellness samples for 10,000 subscribers

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