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February 2015


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 Online Retailer of the year 2014 at the Online Retail Industry Awards, and Kogan Australian Online Retailer of the Year 2013 at the Australian Retail Awards.

What can you get at Shoes of Prey

Three words: your perfect shoes.

Since 2009, the company has specialised in flats, heels, wedges, sandals, boots and more that can’t be found anywhere else - because they’re designed by shoppers, for shoppers.

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

The result: no shoe-lover ever has to wish for a lower or higher heel, different colours, 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 shoesofprey.com in the past year
  • Shoppers have spent more than 100 million minutes designing millions of shoes on the site
  • Starting with just three people in a lounge room in October 2009, Shoes of Prey now has five offices globally and 75+ 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 Co-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 22michaels.com, which earned an Industry Recognition gong at the Online Retail Industry Awards in 2012.

Jodie Fox

Jodie Fox - Co-founder and Co-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 recognised 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 and 2015's top 8 entrepreneurs to watch.

Mike Knapp

Mike Knapp - Co-founder and Chief Technical 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 colour, there was an embellishment I didn't like, not quite the right heel height. When I was travelling, 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 offering worldwide shipping. In addition to its global English speaking customer base, Shoes of Prey now also operates French, German, Spanish and Japanese language sites to serve those local customers.

The brand also boasts a physical concept boutique in David Jones department store on Elizabeth Street in Sydney, a stand-alone store in Westfield Bondi Junction and now is expanding it's offline presence with Nordstrom across the United States of America.

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.

How has Shoes of Prey collaborated with

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 hunter@shoesofprey.com or by phone on +61 (2) 8006 1506, Monday to Friday 10am - 4pm (AEST Sydney, Australia). Shoes of Prey headquarters is located at Suite 101, Level 1, 59 Marlborough Street, Surry Hills NSW 2010 Australia.

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

Profiles of the founders can be found here:

Updated: February 2015.