Don Ressler, is a renowned entrepreneur with an extensive experience in navigating market shifts, growing businesses, and developing industry-leading brands. He is behind the success of a series of startups including Intelligence Beauty and its affiliates. In 2001, Don Ressler’s first startup, FitnessHeaven was acquired by Intermix. As a result, Ressler teamed up with then Intermix Chief Operating Officer, Adam Goldenberg to form Alena Media. The firm would generate hundreds of millions in revenue from e-commerce and advertising division. In 2005, New Corp acquired Intermix prompting Don Ressler and Adam Goldenberg to explore new opportunities.
Leveraging their excellence in developing –industry leading brands, Adam Goldenberg and Don Ressler decided to create a brand-building enterprise that they would control autonomously. After a brainstorming session, the duo came up with an idea of starting a direct-to-consumer brand building company, Intelligent Beauty. The firm’s first creation was DERMSTORE, an online cosmetic, and skin care marketplace. Later on, they launched SENSA, a weight loss system bringing in Brett Brewer as the Chief Operating Officer and Dr. Alan Hirsh as the product developer. Although Intelligent Beauty could not release its financial reports, DERMSTONE and SENSA seemed to be highly profitable.
History of JustFab
In 2010, Intelligent Beauty launched JustFab, an online fashion retailer as its third subsidiary. Having bootstrapped most of the finances for the first two years, Intermix donated $33 million to JustFab. Formation of JustFab brought in Kimora Lee Simmons as the Creative Director. By the end of 2011, Don Ressler’s Company had reached 4 million members. After crossing the six million membership mark, JustFab raised a second round of funding, raising $76 million from Intelligent Beauty, Matrix Partners, and Cross Ventures.
Benefiting from the success of its first two years, Just Fab began to explore new opportunities to extend into new markets. Considering that a significant portion of its existing customers were parents, JustFabs acquired FabKids, children’s subscription service. Four months later, JustFab purchased Fab Shoes to extend its services into the European market. The purchased Fab Shoes brought in 500,000 members from France and Spain, adding to JustFab’s 1.5 million members in the UK and Germany. After a successful Series C funding, JustFab joined forces with Kate Hudson to create Fabletics, an athletic wear site. As a strategy to minimize competition, JustFab acquired ShoeDazzle, a rival shoe subscription service. Furthermore, besides diversifying its services into athletic wear, kid’s wear, and European markets, JustFab took their services offline by launching several flagship stores.