Shoes of Prey is a global, multi-channel retail brand that enables shoppers to design their own shoes online. The company is changing the way women shop for shoes, and is on track to become a significant international retailer over the next five years. Shoes of Prey has won and been nominated for many awards, with recent prizes including Retail Innovator of the Year 2016 at the Australian Retail Awards, Best International Conqueror 2015 and Online Retailer of the Year 2014 at the Online Retail Industry Awards, Kogan Australian Online Retailer of the Year 2013 at the Australian Retail Awards and World Retail Award 2013 for the Store Design of the Year <1200 for its first store, defeating retail giants Karl Lagerfeld, Puma and others.

What can you get at Shoes of Prey

Customized shoes, made for you — the ultimate luxury at non-luxury prices.

Since 2009, the company has allowed women to design shoes that celebrate their unique style and express their individuality.

The process is easy and fun. Using the Shoes of Prey 3D DESIGNER customers choose the shape, colors, materials and heel height of their shoes. Designs are handmade within two weeks guaranteed and delivered worldwide.

The result: no shoe-lover ever has to wish for a lower or higher heel, different colors, or more or less embellishment. They’ll never see their shoes on anyone else. And they’ll never, ever walk home with their heels in their hands again.

Your design. Your size. Your perfect shoes.

Key numbers for the brand
  • 5 million unique viewers have visited in the past year
  • Shoppers have designed 6 million shoes with Shoes of Prey
  • Starting with just three people in a lounge room in October 2009, Shoes of Prey now has five offices globally and almost 200 staff
  • The business broke even at two months and hit multi-million dollar revenue in under two years

Who is Shoes of Prey

Shoes of Prey was founded by Michael Fox, Jodie Fox and Mike Knapp in Sydney in 2009.

Michael Fox

Michael Fox - Co-founder and Chief Executive Officer

Former Google executive, Michael Fox manages operations, logistics and the Customer Happiness team at Shoes of Prey, ensuring shoppers receive the world’s best customer experience. His passion for start-up culture is documented on his business blog, which earned an Industry Recognition gong at the Online Retail Industry Awards in 2012.

Jodie Fox

Jodie Fox - Co-founder and Chief Creative Officer

From a background in advertising and law, Jodie now applies her communication savvy and sense of style to her true passion: outfitting women around the world in beautiful shoes. Her role encompasses product development, public relations and being the global face of the brand. Her work on Shoes of Prey has been recognized many times over, including receiving the national Telstra Business Women's Awards Winner (Australia), Hudson Private & Corporate Sector, 2014 Top 30 most influential women in Australian retail, 2014 Top 10 Australian female entrepreneurs, 2015's top 8 entrepreneurs to watch, Elle Style Awards Fashion Innovator for 2015, Griffith University's Outstanding Business Alumni for 2015, Top 50 People in E-Commerce (2016) and listed as number 6 in the Top 50 Australian and New Zealand Women in Tech (2016).

Mike Knapp

Mike Knapp - Co-founder and Chief Technology Officer

Previously a software engineer with Google, Mike Knapp now manages the Shoes of Prey engineering team. His passion for developing the world’s slickest shoe design interface is only matched by his interest in cutting-edge technology and online learning.

How did the company get started

The Shoes of Prey concept was inspired by Jodie’s personal experiences. “I was solving a problem of my own. I'd always liked shoes, but I never loved them because I couldn't find exactly what I was looking for. Either it wasn't quite the right color, there was an embellishment I didn't like, not quite the right heel height. When I was traveling, in the same way that you find someone who will make a custom suit for you, I found someone with whom I could commission shoe designs. My shoe collection became really exciting, and my girlfriends asked me where I was getting my footwear. When I explained, they asked me to create shoes for them too. Concurrently, my two business partners Michael and Mike were at Google and they became really excited about the opportunities in online retail. We all came together and Shoes of Prey was born.”

Where can I find Shoes of Prey

Shoes of Prey has a truly global footprint and offers worldwide shipping.

You can find Shoes of Prey at and through selected online retail partner sites, including

David Jones Concept Boutique Store in Sydney

Shoes of Prey also has a vibrant online community, with thousands of active fans on Facebook, Youtube, Twitter, Pinterest and Instagram.

Who has Shoes of Prey collaborated with

Shoes of Prey partnered with international fashion illustrator, Megan Hess, best known for her illustrations for luxury brands, for its Inspirer Collections, a collaboration series with inspiring women who stepped forward and paved unconventional paths to success. Shoes of Prey also launched co-branded capsule collections with fashion influencer, Kim Jones, and editor and founder of beauty website Gritty Pretty, Eleanor Pendleton, as part of the series.

Shoes of Prey has collaborated with Mad Men costume designer, Janie Bryant.

Shoes of Prey has shown at New York and Australian Fashion Weeks in collaboration with designer labels such as TOME, Romance Was Born, Carla Zampatti, Jonathan Simkhai, Gretchen Jones and Mandy Coon.

Shoes of Prey Collaboration with Designer Labels

How can I get in touch with Shoes of Prey

You can reach Shoes of Prey on email at or by phone on +61 (2) 8006 1506, Monday to Friday 10am - 4pm (PST).

High resolution images of shoes and the Shoes of Prey insignia are available here:

Profiles of the founders can be found here:

Updated: May 2017.