Sometimes entrepreneurs find that their ultimate dream come true is actually much different than where they thought they might originally end up. That could summarize the stories of Adam Goldenberg and Don Ressler, two owners of a big fashion company known as Techstyle Fashion Group which started out as JustFab. Goldenberg and Ressler actually were on the team of developers and marketing agents that began the social media phenomenon known as MySpace before they arrived there, and it was in their years there that their careers were shaped.
Adam Goldenberg was a teenage marketing guru who had started tapping into internet advertising when he was only 15 and started his company Gamer’s Alliance. Don Ressler had started out as a consultant for companies looking to become e-commerce giants and take advantage of web space, and later on he started an online fitness product company known as FitnessHeaven.com. The two men came to the MySpace parent company Intermix Media’s headquarters after the company had bought out the small businesses they had founded, and Goldenberg even became Chief Operating Officer of Intermix Media, the youngest ever on a publicly-traded company at that time. Goldenberg and Ressler became friends because they found they shared a lot of the same vision and goals for Intermix Media and believed the sky was the limit to what they could do.
Goldenberg and Ressler helped found several subsidiary companies at Intermix Media and were looking to make MySpace into a big hub not only for social interaction, but also for turning into another eBay and retail space site. Their plans unfortunately didn’t get to go that way when News Corporation bought out the company and put Goldenberg and Ressler’s marketing strategies aside. So they decided to leave MySpace and start their own ecommerce branding company. It was that company, Intelligent Beauty that eventually gave way to their new idea, JustFab which became Techstyle Fashion Group.
Goldenberg and Ressler were not fashion experts when they got the idea to start the company, but they saw a niche that they felt they could put some ideas into. Living out in Los Angeles, they had their connections to several fashion stars and celebrities including Kimora Lee Simmons and later Kate Hudson. Those two women liked what Goldenberg and Ressler did because of their VIP subscription model and a new way of promoting their brands in ways that made products cheaper than most other fashion lines. But they also had the backing of investors such as Matrix Partners and several other venture capital companies that allowed JustFab to take root. Soon, they became a billion-dollar company and started opening up stores all across the nation. The name change to TechStyle was a reflection of a goal to include big data in with their sales tactics. https://onmogul.com/adam-goldenberg