Redefining the Subscription ECommerce Model: Ressler and Goldenberg


Don Ressler and Adam Goldenberg have had a long business partnership. Since meeting at Intermix, they have built a massive e-commerce fashion company and populated numerous clothing brands under their group TechStyle. Ressler came to Intermix after he sold in 2001. Goldenberg came to Intermix after selling Gamers Alliance in 1999. When they met, they found they had a partnership and mindset that would turn out to be profitable.


Together they left Intermix in 2005 when it was sold to News Corporation. Their first venture together was a brand generator called Intelligent Beauty in 2006. This brand incubator helped to establish several health and beauty brands as ecommerce leaders. This first venture inspired Don Ressler to create a new brand popularly known as JustFab. They wanted an interactive online personal shopper type service.


JustFab became their latest creation with personalized shopping of high quality and affordable fashion. For today’s busy but discerning fashion consumer, it was just what they wanted. They knew it could work as long as it engaged the client, was socially interactive, and had an affordable price tag. They decided to expand Intelligent Beauty, hiring personal shoppers and organizing a subscription type business model. They also had to add the personalization piece to the shopping experience, so customers received exactly what they desired and paid for each month. They wanted to keep JustFab fresh with new and trendy brands and an engaging and interactive shopping experience. They saw how other subscription models were failing and wanted to ensure JustFab’s success. Many subscription models were not delivering as promised and JustFab wanted to make sure it was successful.


As JustFab grew, it’s brands grew. They added ShoeDazzle as a profitable partner and Fabletics as a trendy and affordable athletic brand. Kimora Lee Simmons, known for her fashion, joined as the Creative Director. With the success of JustFab and the other brands, Ressler and Goldenberg moved the company to the next level. They expanded JustFab globally and brought all their brands under one roof. They called it TechStyle. Over 4 million members and counting has shown that their model and way of doing business has helped redesign the subscription based model.  Read more about Don Ressler on Entrepreneur.Wiki, or connect with him through LinkedIn.