Women’s fashion would not be the first thing that comes to most men’s minds when looking to start a new business. However, as the LA Times writes, Don Ressler and Adam Goldenberg saw tremendous opportunity when they decided to team together and launch a new organization. The idea was JustFab. JustFab is an online clothing retailer that focuses on women’s apparel. Adam and Don had no experience with working in retail or with women’s fashion. Their focus was on a new manner in which the consumers would access the product. JustFab’s business model allowed consumers to shop online and make purchases at a significantly discounted price if they joined the site as members. Membership was a monthly fee no matter if a purchase was made or not. The discounts that were available with the membership proved worth it to those who decided to join the JustFab website. The company grew rapidly. Don and Adam were forced to bring in investors in order to keep up with the insatiable demand for their new product line. JustFab is now an international selling enterprise.
Fabletics soon followed as a new concept within Don and Adams business organization. Fabletics is a line of women’s athletic clothing. The two businessmen joined forces with actress Kate Hudson in order to promote the line. Fabletics had immediate success. Don and Adam looked to diversify the marketing plan for the new athletic line. Eventually they decided to open retail stores in specific locations in order to provide consumers with the opportunity to physically browse the items they were shopping for. Material that is purchased inside of a store is logged into a shoppers membership profile the same way it is if they had bought the item online. The profile keeps track of a shoppers buying tendencies and recommends new products for them on a periodic basis. This concept was put in place in order to keep members actively involved in the website.
Don Ressler and Adam Goldenberg met at Intermix when they were both young executive within the company. Adam had founded a startup company called Gamers Alliance and sold it to Intermix for millions of dollars. He was the youngest executive at the company along with Don Ressler who had also sold his startup company known as Fitness Heaven. Intermix was bought out by another corporation. Don and Adam decided that it was in their best interest to leave the company and become partners in a venture of their own. Check out Don Ressler on LinkedIn for another window into what he has planned next for his career and his companies