Kate Hudson, known for her role in romance movies such as Bride Wars and How To Lose A Guy In 10 Days is also a model and a partial owner in several women’s athletic wear companies, including Fabletics. Hudson was attracted to this company because they found a way to get high quality and stylish designs to their customers at such a low price. The company is a subsidiary of TechStyle Fashion Group, formerly known as JustFab, a company started by Adam Goldenberg and Don Ressler. Led by Hudson’s input, Fabletics took steps to integrate big data into the customer experience to drive them to styles they wanted, and improved its VIP membership program to be more transparent to customers.
Adam Goldenberg was a big marketing guru well before TechStyle Fashion Group came on the scene. As a young teenager Goldenberg was already becoming entrepreneurial and exploring business ideas, and when he was still only 15 he started a gaming advertising network called Gamer’s Alliance. This led to the beginning of his professional career when Intermix Media, the future founder of MySpace bought Gamer’s Alliance and hired Goldenberg as an executive in their company, the youngest ever on a publicly-traded company. Goldenberg became friends with another entrepreneur at Intermix Media, Don Ressler who had founded FitnessHeaven.com.
Get the whole store on Adam Goldenberg and Don Ressler’s partnership on Wikipedia’s JustFab page: https://en.wikipedia.org/wiki/JustFab
Goldenberg and Ressler had combined their ideas while at Intermix Media to start an e-commerce company that was the biggest source of revenue for MySpace, but they were bitterly disappointed when Intermix Media’s new owners from News Corp phased out the company in 2005. Goldenberg and Ressler then parted ways with Intermix Media and started their own company, Intelligent Beauty. Under this company they started marketing various cosmetics and health supplement products, but then their attention turned to the fashion industry in 2010. Though they didn’t know much about running a fashion company, they got the wild idea to launch their own brand and called it JustFab.
JustFab started out as a simple online-only fashion retailer, but its fashion designs and business model started attracting celebrities including Kimora Lee Simmons and Kate Hudson. It also attracted investors and venture capital firms including Matrix Partners and Passport Capital. Thanks to the venture capital supply, JustFab started growing operations and even opened physical stores for its customers. In 2013, it became a “unicorn” or billion-dollar enterprise and has since become cash-flow independent. Goldenberg and Ressler renamed the company as TechStyle Fashion Group this last year because of the big data analytics they started using in online shopping.