Blue Apron Holdings, Inc.
Retail Trade
Pages
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2017 Annual Report & 2018 Proxy Statement
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Proxy Statement & Meeting Notice
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2017 Annual Report on Form 10-K
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ur Customers 2XUFXVWRPHUVUHSUHVHQWDEURDGUDQJHRIGHPRJUDSKLFVLQFOXGLQJDZLGHUDQJHRIDJHJURXSVDQGLQFRPHV &XVWRPHUVRIDOONLQGVDUHDEOHWRVXFFHVVIXOO\LQFRUSRUDWH%OXH$SURQLQWRDZLGHYDULHW\RIOLIHVW\OHV
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Source: Customer email survey of Blue Apron account holders, November 2017, with 1,243 respondents. :HDOVREHOLHYHRXUFXVWRPHUVURXJKO\PLUURUWKHJHQHUDOJHRJUDSKLFDOSRSXODWLRQGLVWULEXWLRQRIWKH8QLWHG 6WDWHV$FFRUGLQJWRWKH&XUUHQW3RSXODWLRQ6XUYH\E\WKH86&HQVXV%XUHDXWKHWRSWHQVWDWHVDFFRXQWIRU RIWRWDO86KRXVHKROGV6LPLODUO\ZHHVWLPDWHWKDWWKHVHVWDWHVDFFRXQWHGIRURIRXU&XVWRPHUVIRUWKHIRXUWK TXDUWHURI Source: Blue Apron Customers for the quarter ended December 31, 2017.
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