• The future for customisable fashion brand, Shoes of Prey, is in doubt as it's being considered to be sold. (Supplied)
Troubled high profile tech startup Shoes of Prey faces an uncertain future after it stopped taking orders on its website.
SBS Small Business Secrets
6 Sep 2018 - 2:58 PM  UPDATED 7 Sep 2018 - 11:07 AM

The future for fashion tech startup Shoes of Prey is in doubt as the business halted orders on its website last month.

Owners of the online customisable shoe brand say they are actively assessing future options for the business including either selling or rebooting with “substantial changes”.  

Small Business Secrets met with Shoes of Prey’s co-founder Jodie Fox last year.

Jodie previously told Small Business Secrets that running the business came at a personal cost, after her divorce with co-founder Michael Fox.  

“You give so much of yourself, and that's a good thing, it's what you should do - but you have to be mindful of keeping a part of you, and prioritising parts of your life so you don't lose them,” explains Jodie.

“And that's the thing I've learned probably the hard way- and hope not to learn again."

Founded in 2009, the startup had previously attracted a list of leading investors including Atlassian co-founder Mike Cannon-Brookes and prominent silicon-valley venture capitalist, Bill Tai.  

Jodie revealed via social media platform, Instagram that despite all business indicators showing positive signs, the company was not successful at marketing its products to a mass market.