PopSugar Partners With Neiman Marcus for Luxury Subscription Box

Will women shell out $250 for mystery products?

Not sure what to give friends and family for the holidays this year? PopSugar is teaming up with Neiman Marcus on a holiday edition of its PopSugar Must Have subscription box of home, fashion and beauty goods. The box contains eight mystery items—all the company will say is that there's a chevron-patterned throw blanket as well as goods from Jonathan Adler and Le Métier de Beauté—for an upscale price tag of $250, far more than your average subscription box. (Then again, considering that the items retail separately for upwards of $600, it’s also a high-end bargain.)

So will women really spend $250 on a subscription box without knowing exactly what’s inside? PopSugar founder and editor in chief Lisa Sugar, who chose the box’s contents with Neiman Marcus fashion director Ken Downing, believes they will. Along with its $35 monthly Must Have box, PopSugar also offers a $100 quarterly version, which has proved extremely popular—last year’s holiday box sold out in 24 hours. And she thinks those customers will be more than willing to pay even more.

“This box is going to be more expensive, but when you’re working with a high-end retailer like Neiman Marcus, you want to be able to go as high as possible,” said Sugar. “We’ve done surveys where we found that our customers were all pleasantly surprised by the $100 retail boxes…We’re confident that we’ll be able to do it even at the [$250] price point.”

The contents of the box won’t be revealed until Nov. 17—“Our audience really loves the element of surprise,” said Sugar—but until then, PopSugar will feature a Neiman Marcus Gift Guide store on ShopStyle, its social shopping site. After the 17th, readers can buy the items included in the box elsewhere on ShopStyle.

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