Adam Goldenberg and Don Ressler are co-CEOs of TechStyle Fashion Group, the parent company of JustFab, Fabletics, Fabshoes (formerly ShoeDazzle), FabKids and other sister companies. They’ve now transformed their brand from being geared towards a specific women’s size to now being all-inclusive, a move that Goldenberg and Ressler thought was reflective of company values. To them, women of all sizes should be able to feel beautiful and empowered wearing TechStyle’s apparel.
Adam Goldenberg and Don Ressler’s history goes back for over a decade when they both were working for Intermix Media. Goldenberg had been hired to work at the company straight out of high school. He had founded Gamer’s Alliance when he was only 15, and at age 20 he was named as Chief Operating Officer of Intermix Media. Don Ressler had also founded his own business, FitnessHeaven.com prior to joining Intermix Media, and when he joined the company he became head of their digital marketing division. He and Goldenberg had a lot in common in their business ideas, and together they started a long partnership. They helped form a marketing team and built an e-commerce company for Intermix Media, but they left in 2005 when News Corp took over.
Their next company was Intelligent Beauty, a parent company to several cosmetics and health products brands. After several different experiments they did with their companies, they decided to go all in on the fashion industry. Goldenberg admits when he started, he didn’t even know the difference between a peeptoe and a Mary Jane, but he and Ressler brought in friends and experts that they bounced ideas off of, and in 2010 JustFab was born. That company received around $285 million in venture capital, and in 2013 it became a “unicorn”, or company worth over $1 billion. They formed the parent company name TechStyle Fashion Group because of big data analytics systems they were using in online shopping.