JustFab and ShoeDazzle are merging.

JustFab, founded in 2010, is an online retailer that sells shoes, handbags jewelry and denim. The company’s shoes cost $39.95 a pair. JustFab employs model and reality television personality Kimora Lee Simmons as president and creative director.

ShoeDazzle is an online retailer that sells women’s shoes. The company offers personalized shoe and accessory recommendations with celebrity stylist and reality television star Rachel Zoe as the head of the style team. ShoeDazzle also has a “shoe fund” program that allows customers to contribute $9.95 per month to buy or save for shoes.

The deal will allow both brands to expand their customer bases. Together, the websites have about 33 million members, and should generate about $400 million in revenue, according to a statement. The combined company will operate the brands JustFab, ShoeDazzle, FabKids and Fabletics.

As part of the deal, the two Los Angeles companies will be headquartered in El Segundo, Calif. Terms of the transaction were not disclosed. 

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