Don Ressler and Adam Goldenberg are behind a number of successful start-ups including Intelligence Beauty and its subsidiaries including Justfab and Fabletics. Their first start-up, Fitness Heaven was bought by Intermix Media in 2001. Don Ressler combined efforts with the then 19 year old Adam Goldenberg to form Alena Media. The e-commerce advertising venture generated millions of profits becoming Intermix’s only profitable division.
In 2005, Intermix Media was acquired by News Corporation. Goldenberg and Don Ressler were frustrated to watch their successful e-commerce venture taken for granted by the media conglomerate and after months of torture and confusion, they parted to explore new opportunities.
With the knowledge that they accumulated in the field of online performance advertising, they rejoined after a few years and decided to create a brand building enterprise that they could execute independently. They gathered a team comprising colleagues from Alena Media and organized a brainstorming meeting in Adam’s living room.
Brand Ideas’ first creation was DERMSTORE, an online platform that retailed cosmetics and skincare products. A few years later, they brought in Dr. Alan, a product development manager, and Brett Brewer, the founder of Intermix Media. The company then rebranded into Intelligent Beauty immediately after launching a weight-loss system, SENSA. Though the company did not publicize its financial profits, both DERMSTORE and SENSA were very profitable.
Don Ressler and Adam Goldenberg did not lose their entrepreneurial focus. In 2010, they unveiled their third subscription e-commerce start-up, a fashion retailing line branded as JustFab. They received funding from Matrix Partners and appointed Kimora Lee Simmons as their creative and president of the company. JustFab became the fastest growing e-commerce fashion retailer attracting a record 4 million members in 2011.
Later, Don Ressler and Adam Goldenberg discovered that many of their clients were parents and athletes. They, therefore, bought two fashion subscription services, Fabkids and Fabletics in 2013. They also acquired a European shoe subscription site Fab Shoes the same year.
With the knowledge and experience of Don Ressler and Adam Goldenberg, JustFab is expected to have a unique ability to capitalize on the rising needs in e-commerce. The company plans to introduce fun and social experiences to its traditional e-commerce model to give women more than just the website to buy their product line, but also feature designs that will make them feel special.