West Hollywood-based FabFitFun, best known for its lifestyle subscription boxes, has acquired sustainable packaging startup Boox in a move that deepens its business-to-business offerings and pushes further into eco-conscious logistics.
The deal, finalized earlier this month for an undisclosed sum, brings more than 100 brand clients under the FabFitFun umbrella and positions Boox to scale faster using FabFitFun’s operational infrastructure. FabFitFun co-founder Daniel Broukhim called the acquisition “a win-win for pipeline growth on all sides.”
“We’ve known for a while that packaging would be a key part of our B2B strategy,” Broukhim said. “Boox’s focus on sustainability represents a durable trend and a real market differentiator, especially as younger consumers increasingly base their purchasing decisions on a brand’s environmental ethos.”
Greater access
Founded in 2019, Boox specializes in reusable shipping boxes and has worked with cosmetics companies like Santa Monica-based Goop and Beverly Hills-based Rhode Skin. The startup had been approaching profitability but lacked resources to scale. Boox Chief Executive Matt Semmelhack said the acquisition changed that overnight.
“Now I have access to a full team – legal, HR, [operations], marketing – all just a Slack message away,” said Semmelhack, who will now oversee Boox and FabFitFun’s B2B brand services.
FabFitFun’s existing fulfillment business, run from its 600,000-square-foot center in Chino, now includes packaging, sourcing and marketing support for DTC brands. Semmelhack said Boox’s pricing has already improved due to FabFitFun’s manufacturing network and focus on countering “tariff craziness” by nearshoring and onshoring vendors.
While FabFitFun has not confirmed whether its own boxes will use Boox products, Broukhim said sustainable packaging remains a priority.
“We’re exploring reusable, recyclable and compostable options,” he said.
Over the next year, both companies aim to deepen partnerships with emerging brands and scale their service offerings.
“Success,” said Semmelhack, “is helping our clients grow – not just shipping boxes.”
