Canada’s latest subscription box success says it’s filling a gap in the market in Yellowknife.
When three women from Surrey, British Columbia, began selling customizable care packages – for women when they get their period – they didn’t know what kind of market was out there.
But after five months of beta testing, Ellebox is proving especially successful in the North.
Bunny Ghatrora, sister Taran and their friend Jessica Bilmer (all pictured above) came up with the idea last September.
After hearing success stories of others shipping goods around the world, the three figured it was time to get in on the act.
They came up with the idea of subscription boxes complete with pads, tampons and other goods – including chocolate – to make that time of the month “a little more pleasant” according to their website.
There are now four different boxes available. Ellebox says Yellowknife has been one of the hotspots for orders so far.
“One day I got a call from my sister and she says, ‘I have this great idea,’” Bunny Ghatrora told Moose FM.
“It’s kind of similar to what the Dollar Shave Club does. They ship out razors and shaving cream to men every month.
“We couldn’t think of anything more convenient than not having to go to the store to grab pads and tampons.
“We started sending out our first boxes in September and since then, in the last five months, we’re shipping to every province and territory except Nunavut.”
When signing up for the service, subscribers can schedule delivery of the package to ensure it arrives just before their menstruation begins.
Packages range in price from $12 to $35, with a percentage of proceeds from each going toward the purchase of feminine hygiene products for local food banks.
Ghatrora couldn’t provide exact numbers, but says sales have doubled every month since September.
“It’s no secret that all the main cities are moving towards convenience,” she told us. “People are getting their groceries delivered and people don’t even want to go down the street to pick up their mail.
“Over the last couple months though, we’ve noticed that the largest demand for this product is for women who don’t have access to pads and tampons a lot of the time.
“If a woman gets her period and doesn’t have a pad or tampon on her, it becomes an issue. I think that’s why we’ve had so much outreach from smaller communities.”
Ghatrora says that includes Yellowknife and the NWT alongside parts of northern Alberta, Saskatchewan and eastern Canada.