When Don Ressler of the TechStyle Fashion Group, formerly JustFab Inc., met Adam Goldenberg at Intermix, the two found themselves frustrated when media conglomerate News Corp bought the company. They decided to leave and explore new opportunities. After several brainstorming sessions, they came up with the idea of Intelligent Beauty, which would be the umbrella company for multiple online health and beauty brands. In 2010, Intelligent Beauty launched JustFab, an online store that uses a subscription model to encourage repeat sales. By December 2011, JustFab had four million members on entrepreneur.wiki. FabKids, Fabletics and ShoeDazzle followed, each utilizing the same subscription model, and the TechStyle Fashion Group went global. Ressler selected El Segundo, California for the company’s headquarters so they would be near an international airport; the excellent beaches were an added bonus.
Read more: Don Ressler Business Success
A fitness enthusiast, Ressler was instrumental in starting Fabletics, an athletic wear launched in collaboration with Kate Hudson. Ressler has said that he and his wife had difficulty finding fashionable fitness clothing that wasn’t ridiculously expensive. At first, Fabletic sold only women’s fitness clothing, however, with the launch of the FL2 line, Ressler can look as good as his wife does in Fabletics athletic wear on techstyle.com. Fabletics is opening retail stores in malls across America, the first brand in the TechStyle Fashion Group that does not sell their clothing and shoes exclusively online.
In 2016, JustFab launched its All Size campaign to announce that the online retailer now sold sizes XS to 3X, 24-34 and 16W- 24W, therefore, all women can enjoy the company’s affordable designs at http://www.latimes.com/fashion/alltherage/la-ar-justfab-wants-to-be-the-next-hm-20150402-story.html. Commenting on the new All Size collection, Ressler said “At TechStyle we truly believe that all women should feel confident in what they wear.”