Shoes. Ladies, I’m sure I have your attention. If not, I’m sure that Don Ressler the co-CEO of JustFab can tell me how to get it. We have all seen the commercials, the infamous wall of shoes that we so lovingly salivate over. If we were lucky we were even offered a buy one get one deal for $39.95 and free shipping. Why do I know this? Because JustFab is a staple of my shoe closet.
Like so many women in America and Europe, I have helped make JustFab a household brand. I have shared the commercials and email invites. JustFab is the brainchild of Don Ressler. It is his first subscription based, e-commerce, fashion retailer. He created JustFab on the heels of launching and selling his first startup. In 2005, after having sold Fitness Heaven for approximately $650 million, Don Ressler decided it was time for something new. He could no longer watch as the media conglomerate News Corp (the parent company of Myspace.com) absorbed the company and then ignored it.
By 2009 Don Ressler had already created and launched 2 other successful brands. He chose not to stop there and by 2010 he was ready to launch JustFab. It was considered an immediate success and attracted a familiar fashion forward face. Kimora Lee Simmons joined the company as its president and creative director. JustFab was re-evaluated and received a $33 million funding from Matrix Partners. Once JustFab reached 6 million members in 2012, the company was able to secure an additional $76 Million of funding from various sources.
This influx of cash opened a large door for Don Ressler. He was able to branch out. Knowing that his customer based was largely comprised of mothers, he created a brand of clothing for kids that was also subscription based. He aptly named it FabKids.
By May of 2013, it was doing so well that another door swung open. JustFab extended its reach across the ocean. Now the once autonomous European fashion e-commerce site “The Fab Shoes” became a JustFab brand. At the end of 2013 JustFab had 3 million European members at http://www.matrixpartners.com/entrepreneur-stories/adam_goldenberg/.
Its growth did not stop there. After even more funding was received JustFab launched its athletic brand, Fabletics. Shortly thereafter they acquired their competition, Shoe Dazzle and launched its first brick and mortar store.
This growth would not have been possible without Don Ressler. His marketing prowess and ability to raise funds ultimately took a start up from obscurity to household name status in under 4 years. Such a skyrocket to success is unheard of, and his strategies are being studied by brands across the world.