Subscription box service Robb Vices seeks to 'wow' members

- It seems everyone is trying to sell a subscription these days, whether it's razors, shampoos, or meals for your family. The subscription craze really started back in 2010 with Birchbox's monthly beauty samples. That company only just became profitable this year after some serious cost-cutting in 2016, leaving some experts wondering if this is an over-saturated market and consumers are losing interest. 

Enter Robb Vices, a new and different box, not trying to cater to the masses, but offering something curated and unique. Founder and CEO Daniel Curtis says he wanted to find a more engaging way to tell the luxury story to the next generation of connoisseurs. He spent years looking at the first subscription boxes, writing ideas down on the back of napkins, and working out the kinds of box themes he'd like to see.

Born out of Robb Report Magazine, Robb Vices costs $79 to $89 a month. Members get surprise boxes with hundreds of dollars' worth of curated products. The April box is worth $800, created in partnership with Hudson Yards, the new luxury neighborhood in New York City. The box includes Braven Flye Sport Wireless headphones, Equinox and SoulCycle vouchers, a Stelle audio pillar, a flight of Spanish olive oils from José Andrés, and Thomas Keller's new chocolate.

So how do they convince these brands to give up such great stuff? Curtis says creating brand ambassadors and tastemakers drives an incredible response to the brand partners.

Last September Robb Vices included a $24 jar of Sommer House Granola that was so popular, Sommer House got over 18,000 orders.

Curtis says the response was phenomenal.

January's box was about fitness.

March was a tribute to spice, which included ghost peppers, the hottest peppers in the world.

Curtis says food, drink, and technology are hugely popular. A great example? Master & Dynamic's MH40 headphones, which retail for $399. The New York City-based brand is considered one of the top new brands on the market.

Curtis says the job of Robb Vices is to wow members every time they open a box.

If you're interested in being wowed, Robb Vices is accepting new members. You can join for $89 a month or $79 a month if you sign on for a whole year. This year's membership will be capped at 10,500 boxes.

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