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Kim Kardashian's ShoeDazzle gets a revamp

The e-commerce site backed by venture capital firm Andreessen Horowitz is getting savvier about what its customers want.

ShoeDazzle adds clothing to its merchandise repertoire.

The Kim Kardashian-backed venture called ShoeDazzle gets a makeover today. This online customer-focused shoe boutique for women is debuting a new CEO, changing its payment structure, and venturing into clothing as well as shoes.

"We are taking this business to a whole other level," said ShoeDazzle's new CEO, Bill Strauss, who joined the company after being CEO of Provide Commerce. "We want to increase our 'share of closet.'"

For those who haven't heard of this e-commerce site, it's backed by the powerful Silicon Valley venture firm Andreessen Horowitz, which threw down a $40 million round for the company last year, and was launched in 2009 by LegalZoom co-founder Brian Lee and celebrity stylist Kim Kardashian.

Over the past year, the site jumped from having 3 million members to 10 million, along with nearly 2 million Facebook fans.

Lee, a serial entrepreneur, came up with the idea for ShoeDazzle after his wife came home from a shopping adventure in Beverly Hills one day. He asked his wife why couldn't she shop at lower-cost stores and she said, "Brian, you just don't get it. When women shop they want to feel beautiful and pampered. You can't put a value on that," Strauss said, relaying the story.

This made Lee think, "How do we do that with an online environment?" said Strauss. "How do we create that emotional fulfillment online?"

A short while later, ShoeDazzle broke onto the scene. The way the site works is users first fill out a short survey that's intended to be fun, like when they go into a boutique store. They answer personal questions about their style and clothing tastes, like what celebrity do they relate to the most. Then, they get a personalized "showroom" e-mailed to them once a month where they can pick items based on their own unique style.

Until today, customers could buy one item a month for $39.95. But shoppers kept telling ShoeDazzle they wanted to buy several items and they also wanted clothing. So now, Strauss said, they can shop as much as they like and all items will stay across-the-board $39.95.

"We are going to be outfitting our women from head to toe and giving them the ability to shop when they want to shop," Strauss said.