Co-Founder Don Ressler’s Success is “Just Fab”

Don Ressler is a very successful entrepreneur with numerous start-ups, including Intelligent Beauty and all of its subsidiaries. After his first company was purchased by Intermix Media in 2001, FitnessHeaven.com, Don Ressler paired with Intermix COO Adam Goldenberg to create Alena Media.

Alena Media, an ecommerce and performance advertising division created hundreds of millions of dollars in revenue and became Intermix Media’s only source of profit. When Intermix was taken over by News Corp in 2005, Ressler and Goldenberg watched their profitable, successful business they had built become ignored by the big conglomerate. Because of that, Ressler and Goldenberg left the company in search of new opportunities.

They knew they could excel in the online performance advertising industry, so they decided to create a brand enterprise that could be executed autonomously. With a group of former Alena members in tow, Ressler and Goldenberg took two weeks to create the idea for the brand, Intelligent Beauty.

Intelligent Beauty would be a direct-to-consumer brand building business. Their first creation was DERMSTORE, which was an online skincare and cosmetics marketplace. After two years, they launched SENSA, a weight-loss system.

In 2010, Intelligent Beauty launched their third company. It was called JustFab, a subscription ecommerce fashion retailer. In 2011, this company received $33 million in funding from Matrix Partners on entrepreneur.wiki. During the same year, Kimora Lee Simmons joined JustFab as its President and Creative Director. By the end of its first year they had 4 million members.

In early 2012, JustFab reached 6 million members and Ressler secured another round of funding. The company received $76 million from Rho Ventures, Matrix Partners, Crossover Ventures and their own parent company, Intelligent Beauty.

Riding their successful, Adam Goldenberg and Don Ressler started to seek other opportunities to expand. They recognized that a lot of their customers were parents and in early 2013, they purchased a children’s fashion subscription: FabKids. Later in the year, JustFab launched Fabletics, developed with Kate Hudson. Fabletics is an athletic wear site. In the same year they also added rival shoe subscription service ShoeDazzle.

In 2014, JustFab closed another round of funding, gathering $85 million by Passport Special Opportunity Fund, which also included all prior investors. This round of funding brought total capitalization for the company to $250 million. In 2016, JustFab changed its name to TechStyle Fashion Group.

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