OO#6 – Subscription Ecommerce Models
Panel Event

With the founders of Moxie, Daily Jocks and Fig & Bloom

Mia Klitsas

Mia Klitsas

[email protected]

Nicholas Egonidis

Nicholas Egonidis

[email protected] Jocks

Kellie Brown

Kellie Brown

Founder @ Fig and Bloom

6 – 8PM

The Kensington Collective
2 Chelmsford Street, Kensington VIC
(Entrance via roller door at cnr Chelmsford and Eastwood St)

Dollar Shave Club launched with a bang. Birchbox is the darling of the beauty industry. Subscription models have become the holy grail of ecommerce by generating ongoing revenue whilst increasing the yield and ongoing value of a customer to the business.

We’ll talk to 3 Australian brands who’ve incorporated subscription into the their businesses in three distinctly differing markets: underwear, tampons and flowers.

Mia Klitsas

Co-founder of Moxie

in 2005 with creatively packaged offering as an alternative to the bland multi national feminine hygiene products. In 2014 Mia was the Telstra Young Businesswoman of the Year for Victoria. Earlier this year the brand became the first subscription service in the category with Moxie Box Club

Nicholas Egonidis

Started DailyJocks in 2009.
Leading the way in online underwear in Australia. He now ships to 24 countries and has a 200K mailing list and 700K Facebook fans. His Monthly Underwear Club ships a new pair of jocks out each month.

Kellie Brown 

Started Fig and Bloom back in Feb of this year. Quickly building a strong following on instagram. Fig and Bloom is a subscription service delivering flowers in $50, $75 & $100 price points. Kelly spoke at Online Retailer in Sydney in July and has been featured in Startup Smart & Power Retail.


We’ll get tips on:
– Transitioning customers to a subscription model
– Bundling products & price points to find the right offering mix
– Customer retention and minimising churn rates
– How to grow and not cannibalise your existing business
– What makes the subscription model ‘sticky’

And ask what these brands have tried that hasn’t worked and the iterations that got them to this point.


The Venue: Kensington Collective

Kensington Collective Venue

**Optional Guided Tour: At 5.45pm we’ll be doing a mini guided tour of the facilities of Kensington Collective visiting the spaces they offer and the type of businesses that are setting up there. Click here for more info.**


Before the event, you can read more on global brands doing subscription services well in our blog post here

The hashtag for Twitter & Instagram for the series will be: #ONLINEOFFLINE

Series Partner


Video and audio production of this and future events provided by the talented folks at PurpleMonky.

Refreshments Partner

doss blockos sponsor logo

Your thirst will be quenched on the night by the refreshing Doss Blockos & Lick Pier thanks to our friends at East 9th Brewing.