Inside The World Of Uber Hot Brand Builder Don Ressler

Few people may know the company Intelligent Beauty, but DERMSTORE, SENSA and JustFab, which are subsidiaries of Intelligent Beauty, are household names. Serial entrepreneur Don Ressler and business partner Adam Goldenberg started the online brand incubator in 2006, originally calling the company Brand Ideas.

After building online brands for successful skincare and weight loss products, fashion was the next obvious step for Don Ressler and JustFab, a subscription fashion retailer, was born in 2010. Ressler and Goldenberg conceptualized a unique, customized, cutting-edge shopping experience online with affordable prices. Excelling in online marketing, Don Ressler knew that clothing would sell if it was fun and social. JustFab members choose from a range of clothing, shoes and accessories each month from selections specially chosen for them. Each member takes a personality quiz upon joining JustFab, so each month’s selection will match their personal style. Members are free to choose alternative items or skip a month at any time.

In JustFab’s first two years, the online fashion company received more than $100 million in funding and snagged Kimora Lee Simmons as Creative Director and President. By April 2012, six million people had subscribed to JustFab. JustFab Inc. consists of FabKids, ShoeDazzle and Fabletics, all subscription-based retailers. See:

Ressler has said he doesn’t just want to sell clothes; he wants to inspire women by providing style suggestions from fashion industry leaders, such as fashion icon Kimora Lee Simmons. Don Ressler and Simmons were long-time friends before JustFab, so when Simmons saw what Ressler was doing with JustFab, she agreed to become the company’s president. Fabletics is just as fashion forward, except they offer stylish activewear. Co-founded Kate Hudson is another style icon whose influence helps Fabletics generate 30 percent of JustFab’s yearly $500 million in revenue.

The inspiration for Fabletics came from Ressler and his wife Ginger; both are passionate about fitness. They would have lived in activewear, expect they could not find anything stylish and the prices were outrageous for premium brands. Fabletics full activewear outfits start at only $49.95, and they favorably compare to Athleta or Lululemon brand athletic clothing. Don Ressler hints about a plan to introduce the Fabletics brand to shoppers who prefer brick-and-mortar shopping.

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