CNBC Disruptor 50

Blue Apron expects IPO price range of $15 to $17 a share, for a valuation of about $3 billion

Key Points
  • Blue Apron plans to sell 30 million shares for between $15 and $17 each.
  • Part of the proceeds will go to pay down $125 million in debt.
  • Revenue has grown tenfold since 2014, to $795.4 million.
Blue Apron delivery service.
Source: Blue Apron

Meal kit delivery company Blue Apron's initial public offering would value the company at about $3 billion, according to a regulatory filing on Monday.

The company plans to offer 30 million shares for $15 to $17 each, raising about $480 million at the midpoint. At that range, the implied market value of the company would be $3 billion. It intends to use part of the proceeds to repay outstanding borrowers $125 million and the rest for investing in its business and other corporate purposes, according to the filing with the Securities and Exchange Commission.

Blue Apron's net revenue has grown tenfold to $795.4 million last year from $77.8 million in 2014. Before taxes, interest and other expenses, it lost $43 million last year, up from $26.5 million in 2014.

Blue Apron customers subscribe to receive a kit with a recipe for a meal and the ingredients required to make it. The company's mission is to "to make incredible home cooking accessible to everyone."

Customers can choose from two main plans: one for two people, and one for four people. The first plan provides three meal kits a week for two people, totaling $59.94, or $9.99 per person. The second provides either two or four meals a week for four people for $71.92 and $143.84, respectively, or $8.99 per person.

Some customers can choose from more options, depending on where they live.

The number of orders Blue Apron has received has increased to 4.3 million from 841,000 in 2015, and the number of subscribers has grown to 1 million from 213,000.

But while the number of subscribers has grown, the number of orders has stayed mostly the same. In 2017, the average number of paid orders per customer a year was 4.1, each costing $57.23. Two years ago, the average number of orders was 3, each costing $57.77.