Don Ressler is the co-founder of JustFab, a company he built with Adam Goldenberg out of their parent company, Intelligent Beauty. Ressler has made a career developing brands, and offering advice to other companies on building brands. JustFab is a special kind of brand that is marked by cheaper prices with elegant style, and social media as its backbone. JustFab has given way to other companies in its niche such as Fabletics, FL2, FabMen, Fabkids, and now FabShoes. Ressler has helped build quite a team at JustFab, and his and Goldenberg’s creativity have led to many new markets being opened for the company.
Don Ressler got his training in marketing consulting, spending much of his career doing so for various companies. He established his own company, FitnessHeaven.com back in the late 90’s, and then digital media agency Intermix Media bought it out. He worked for Intermix Media for about 5 years, and while there he met Adam Goldenberg, a young man who he would team up with for many future endeavors. Ressler and Goldenberg wanted to bring more revenue to Intermix Media, so they started up a subsidiary advertiser called Alena Media Group. It worked quite well for the year it existed, but then NewsCorp bought out Intermix Media and Don Ressler and Goldenberg’s company was put on the back shelf.
When that happened, Ressler and Goldenberg left Intermix Media and started trying out other brands. They started out with Intelligent Beauty, and under that company they started Dermstore, a skin care product brand, and Sensa, a health and nutrient drink product line aimed at weight loss. But on the heels of these startups, they decided to try something few men of their profession did. They launched a fashion retail brand, JustFab and decided to take it where nobody else had.
JustFab has primarily sold its products online, though recently physical stores have opened where their products can be purchased on Pando. But JustFab needed people directing the company who were in touch with what customers were looking for. Kimora Lee Simmons was one such person, a fashion model who knew a thing or too about impressing followers. She became head of JustFab’s creative design department and eventually company president, but she wasn’t the only one. Kate Hudson took a keen interest in the athletic wear that Fabletics brought, and soon she became the chief endorser. Her brother Oliver also endorsed Fabletics2, the men’s brand.