“When we started this business, I couldn’t tell you the difference between a peep toe and a Mary Jane,” these famous words from Adam Goldenberg, co-CEO of the popular brand JustFab, prove that even if you don’t have the knowledge, you can still do what you love and be successful. JustFab was founded in 2010 by co-CEO’s Don Ressler and Adam Goldenberg. The two CEO’s met at Intermix, a company that was started by Adam at the age of 15. When Ressler and Goldenberg came up with the idea of a monthly subscription for shoes, handbags, and clothes – they knew that there was a huge market for online fashion subscriptions. In 2011, JustFab received $33 million from the US venture capital firm Matrix partners in funding. In 2012 the company was funded another $76 million from its Matrix partners, allowing the company to expand into Canada, Germany, and the UK.
Both Don Ressler and Adam Goldenberg knew that their main goal was to expand the company and with their online marketing performance they were able to do just that. In 2013 JustFab partnered with celebrity Kate Hudson to develop and collaborate on a brand called Fabletics. With more than 33 million subscribers, ShoeDazzle and JustFab, according to The Los Angeles Times have the world’s largest online shoe subscription.
Riding the success of their past few years, Adam Goldenberg decided he wanted to address one of the biggest difficulties of online shopping, and that is the ability to try something on before buying it. So in 2013 the company opened its doors on a 3,000 sq. ft. store in Glendale, California. The store was designed in way that shoppers can still have the same experiences they would get online, such as watching the videos JustFab offers users on their website.
Adam Goldenberg and Don Ressler can attribute their huge success to the way they play the online advertising game. For a business to become successful it has to change and grow in the way that its consumers want. The company allows for costumers to get a discounted price the more product they purchase.
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