When Adam Goldenberg co-founded JustFab with Don Ressler, they envisioned selling trendy clothing at affordable prices, however, the company grew beyond being a fashion-forward retailer into a powerhouse of brands with interactive, engaging online shopping portals. When Kate Hudson joined forces with JustFab, she put the company on the social media map on Vator.tv. The name JustFab Inc. wasn’t cutting it anyone; the company’s new name, TechStyle Fashion Group, incorporates the company’s technological roots as well as the portfolio of brands, including JustFab, Fabletics, ShoeDazzle and Fabkids, that make up the former JustFab Inc.
Fabletics, founded by Kate Hudson, Adam Goldenberg and Don Ressler in 2013 to offer fashionable, economically priced athletic apparel, had already shipped one million orders by 2015 on businessoffashion.com. As one of TechStyle Fashion Group’s most popular, and most profitable, brands, Fabletics is opening retail stores in malls to compete with Lululemon and Athleta. In addition, Fabletics added plus sizes, which are getting rave reviews on YouTube.
Fortunately for JustFab and ShoeDazzle, Adam Goldenberg’s talents lie in brand promotion and team building on CNBC.com. He told Matrix Partners, “When we started this business, I couldn’t tell you the difference between a peep toe and a Mary Jane.” When Goldenberg left MySpace, he knew that he wanted to transform a traditional business model, which he did with JustFab by using the subscription model to sell women’s clothing. Having members login each month kept consumers engaged and the initial fashion quiz helped members to feel like they had a personal stylist. Adam Goldenberg’s brand building experience with Intelligent Beauty, his first company, helped the TechStyle Fashion Group become a billion dollar global brand.