Shopping and discovery app, Her Black Book is adding a suite of premium curated shopping festivals to the calendar to enable brands to shine outside of traditional sales events such as Click Frenzy and Black Friday.

The first major shopping festival launched by Her Black Book was Festival of Her supporting and celebrating female-founded businesses in the lead up to International Women’s Day, with more than 150 brands involved.

“As female founders, this event was important to us. It was a shopping event with significant purpose,” Her Black Book co-founder, Julie Stevanja said.

“The event went viral and reached almost one million impressions on Instagram alone with zero marketing dollars spent. As soon as the event ended, we had 200 brands sign up to the waitlist to participate in the next one.”

Following the success of Festival of Her came a partnership with Afterpay Australian Fashion Week (AAFW) which saw exclusive offers from brands including Anna Quan, One Mile and Torannce. Then there was Beauty Fest – a curation of deals from more than 140 local and global brands across skincare, makeup, haircare, wellness and ingestibles. It saw more than a threefold spike in daily active users with the beauty category in the number one position above fashion, designer and trending.

“Beyond bespoke shopping festivals, Her Black Book centralises brand news in the app every day of the year. Customers can come to the app to see which brands are participating in Afterpay Day or if a favourite label is holding a flash sale, and increasingly we’re facilitating alerts for new brand collections.”

Next up is House Party, a shopping festival experience for the home, launching in early September, followed by Wellness Week later in the month.

Commenting on the curated festivals, Stevanja said: “In a tough economic environment, we know that brands are looking for sustainable new channels to reach customers, and simultaneously, customers are looking for value more than ever. We’re pleased we’re able to bring these two worlds together and add much needed value to both parties.

“Retail Incentives don’t have to be brand damaging; our goal is to add value back to merchants through value-adding content and brand adjacencies that help build long term customer loyalty in addition to short term business goals.”

Her Black Book also recently launched a Refer a Friend feature where shoppers can earn up to $200 by getting their friends to sign up to the app. Each time you refer a friend, receive $5 in your Rewards balance for each invited friend that signs up, plus a bonus $15 for each friend that subscribes to Her Black Book. This can be done up to 10 times. The referred friend also receives a $5 bonus in their Rewards balance.

Image: Her Black Book co-founders, Sali Sasi and Julie Stevanja. Photo credit: Brogan Chidley.