Zappos was founded in 1999 as ShoeSite.com by Nick Swinmurn and later changed its name to Zappos to expand beyond shoes. In 2000, Tony Hsieh joined as co-CEO and helped grow revenue to $1.6 million. Zappos emphasizes excellent customer service and a positive work culture defined by 10 core values such as delivering "WOW" through service and having fun.