The company also uses social media to turn customers into brand ambassadors. Similar to companies such as Hot Topic, Spencer Gifts, Nasty Gal, Wanelo, or ModCloth, Dolls Kill operates various accounts on social media platforms showcasing its products and collections. Marketing methods ĭolls Kill is an e-commerce apparel website that uses social media marketing to promote its brand and clothing. In 2016, Dolls Kill listed an item that featured a design that was identical to one made by independent designer Nicole Orchard. ĭolls Kill has also been accused of stealing designs from small creators. The company also pledged $1 million to purchase products from black-owned fashion brands and designers for their site. In a recorded video Lynn explained that the caption of her post “ Direct Action” was meant to show solidarity for the movement. This prompted backlash from some internet users, including celebrities SZA and Rico Nasty, and calls for a boycott of Dolls Kill. In 2020, Lynn shared a photo of a line of police officers in front of a Dolls Kill store in Los Angeles with the caption " Direct Action in its glory", along with the Black Lives Matter hashtag, on her Instagram page. In December of that year the brand raised $18 million in a funding round. In 2018, the brand licensed and re-launched the Delia's brand with a 1990s-throwback theme. In the summer of 2017 Dolls Kill opened its first pop-up shop in San Francisco's Haight-Ashbury. Dolls Kill was the fastest growing private company in the San Francisco Bay Area based on revenue percent growth in 2014. After the funding round, Betsy McLaughlin, former CEO of Hot Topic, joined the company's board of directors.
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In 2014, Dolls Kill secured $5 million in a Series A round of funding from Maveron, a Seattle-based venture capital firm who has also invested in companies such as Shutterfly, eBay, zulily and Pinkberry. The idea for the company stemmed from Lynn's experiences as a DJ while traveling to music festivals on tour.
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Later, Dolls Kill was launched as an online marketplace for eccentric accessories such as colorful fox tails before expanding its business to a full clothing and accessories online store.
Lynn originally entered the e-commerce business by selling clothing on eBay.
After Farahi sold his first company, the couple started Dolls Kill and it has reportedly been profitable since its launch. Previously, Farahi was the founder and CEO of Multivision Inc., a broadcast monitoring service that was sold to Bacons Information in 2005. History ĭolls Kill was co-founded in 2011 by Shoddy Lynn, a former DJ who went by the stage name DJ Shoddy Lynn, and her husband Bobby Farahi. Since 2018 it has also licensed and operated the 1990s brand Delia's as a sub-label. Dolls Kill is known for featuring kawaii, punk, goth, streetwear and festival fashions. Dolls Kill operates a retail website that sells clothing, shoes and accessories and features six collections showcased by "Dolls", models that embody character personas for each collection's style. magazine, which also included Dolls Kill as one of the "top companies in San Francisco". The company was named the "Fastest Growing Retailer" in 2014 by Inc. Dolls Kill is a global online fashion brand.
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