Blue Apron considers selling itself as it bleeds customers

Recent subscriber data explains just why Blue Apron is exploring mergers and sales. The company’s customers dropped from about 557,000 at the end of 2018 to 351,000 a year later — that’s a drop of nearly 37 percent in the space of a year. Orders dropped by nearly a third, too. And while Blue Apron…

Blue Apron considers selling itself as it bleeds customers

Recent subscriber data explains just why Blue Apron is exploring mergers and sales. The company’s customers dropped from about 557,000 at the end of 2018 to 351,000 a year later — that’s a drop of nearly 37 percent in the space of a year. Orders dropped by nearly a third, too. And while Blue Apron has been targeting “high affinity” (read: particularly loyal) customers, its average income per customer only climbed slightly. Blue Apron is losing its audience, and those people who are left aren’t big enough fans to make up the difference.There has been sign of trouble for a while, including a failed public stock offering in 2017 as well as more than one round of layoffs.The primary cause of Blue Apron’s woes
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