Success Of JustFab and Fabletics Under Don Ressler’s Leadership

Don Ressler is an entrepreneur, co-CEO of JustFab Inc, and the CEO of Fabletics. Starting his career at a tender age, Don is the brain behind several successful start-ups, including the notable Intelligent Beauty and its affiliates. In 2001, Ressler came together with Adam Goldenberg to form Alena Media after Intermix Media acquired his firm, FitnessHeaven.com. Intermix performed extremely well under the new ownership. In 2005, News Corps bought the firm. Ressler and Goldenberg decided to leave Alena Media, which they felt was being ignored by the media conglomerate, to pursue new opportunities.

With Don Ressler’s extensive experience in online performance advertising, the pair decided to establish a business brand that they could execute autonomously. After brainstorming with former Alena members, Don Ressler and Adam came up with the Intelligent Beauty idea. Intelligent Beauty first created an online marketplace for skincare and cosmetics called DERMSTORE. After running this venture for two years, Intelligent Beauty introduced a weight-loss system called SENSA. Here, Dr. Allan Hirsch was the head of product development while Brett Brewer, Intermix’s founder, served as the CEO.

Riding on profits, the company yet again established another subsidiary, an e-commerce fashion retailer called JustFab. The new company received funding of $33 million from Matrix partners. Kimora Simons who served as the president and creative director joined them later. After crossing the six million-member threshold in April 2012, Adam Goldenberg and Don Ressler held a second round of funding where they secured $76 million.

JustFab of Goldenberg and Ressler focused on expanding its brand by penetrating the markets having new opportunities. Since most of its subscribers were parents, the firm bought children’s fashion subscription service called FabKids, in Jan 2013. Later, the entity purchased The Fab Shoes, a European e-commerce site, which helped JustFab increase its consumer base by 500,000 people in France and Spain. The company already had 1.5 million European members from Germany and UK, which totaled to 3 million by December 2013.

JustFab launched Fabletics, a site for athletic wear that was developed together with Kate Hudson, in October 2013. In addition, JustFab bought its competitor’s shoe subscription service called ShoeDazzle in August 2013 on apparel.edgl.com.  They received $85 million funding from Passport Special Opportunity Fund and the existing investors, which raised JustFab’s overall capitalization to $250 million.