Demonstrating the impact that the right synergy between business partners can have, Don Ressler and Adam Goldenberg have started a long list of highly successful businesses to their credit.
The two met during the business deal that resulted in the purchase of Ressler’s startup, FitnessHeaven.com, by Intermix Media in 2001. At 19, Goldenberg was the firm’s COO, already displaying his aptitude for building highly profitable companies.
During the course of sharing business philosophies, the pair realized the value of combining their talents and co-founded “Brand Ideas,” an incubator from which they launched a series of successful businesses.
With a strategy that focused on solving customer pain-related issues in the context of consumer trends, they found a sweet-spot in the fashion industry. Their business model involved making it easier for shoppers to find the styles that suited their tastes, an often cumbersome task that frequently involves spending hours walking through malls and shops and hit or miss browsing of online retailer offerings, and ready access to trendy fashion styles.
Fabletics and it’s parent company TechStyle Fashion Group were instant successes.
Combining their apparel’s “fabulous,” appeal and the nature of their clothing line, athletic, Fabletics became a memorable brand distinguishing moniker, promoting both the brand’s psychological appeal and the athletic market for its product.
While defining its product as athleisure wear supporting today’s woman in every activity from yoga to pilates, the brand differentiates itself from competitors with its durable, fashionable and comfortable fabrics, providing its wearers with unencumbered mobility and attractive-athletic style.
Making the most of its membership model and technology, Fabletics gives its customers confidence that its clothing recommendations will suit their personal tastes. Going one step further to meet their customers’ needs, the company promotes designs tailored to look flattering on its members.
A highly-personalized membership model and attractive promotions were just what their customers were looking for. Adding the authentic, practical and approachable celebrity-charisma of co-founder Kate Hudson, the result was explosive.
Currently at 22 storefronts and opening more this year, Fabletics outlets use intelligent software to make personalized recommendations to their members while they are shopping. Members are able to save the outfits that they try on in the store in their online shopping carts.
Don Ressler, Adam Goldenberg and Kate Hudson have truly created a winner with their Fabletics. The company’s last count put its membership at 1.2 million worldwide. Fabletics has maintained annual revenue growth upwards of 35 percent. Estimates earlier this year forecast sales of $250 million for 2017.