Fabletics – Breaching Gaps and Expanding

Fabletics is the latest success by Adam Goldenberg and Don Ressler who collaborated with actress Kate Hudson on the establishment of the brand.

In 2013, the two business partners Adam Goldenberg and Don Ressler started the company of Fabletics after they conducted a research on the issues that women faced in the industry of athletic wear. The results were rather uniform as women experienced a hard time finding products made of a material with high quality at a reasonable price which looked good at the same time. There was a choice for women, and it was between looking good in their athletic wear, or they could save some money and go with lower quality sportswear.

Fabletics was created in order to breach the many gaps between the industry of sportswear for women and the client base. That is why Don Ressler and Adam Goldenberg aimed to create the brand as a new standard for women’s athletic wear with the products being affordable ye looking good and made of good fabrics. Looking fabulous in athletic wear is what the name of the company embodies.

Since 2013, Fabletics has been staying consistent with its claims about the products they sell. What is more, the company has been growing a substantial client base, and so it has expanded to shipping all around the globe. The brand of Fabletics has its headquarters set up in the Californian city of El Segundo and has physical stores in 22 locations with the plans up reaching one hundred brick-and-mortar store by the end of 2018. The business has also expanded its sizing chart and it started offer plus size clothing. Another highly anticipated addition to the range of Fabletics was the selection of shoes that they began to offer earlier this year. Not only that but the brand also collaborated with singer Demi Lovato on a show line.

The brand of Fabletics was marketed for its sportswear but the client base expanded rapidly, and buyer started purchasing the product for everyday wear as well. Moms and students, and people working from home raved about the clothing being perfect for leisure and running errands and not only for working out. That made the creators realize how versatile the items are since the client base called the brand ”athleisure.”

Fabletics stemmed from the famous Tech Style Fashion Group which previously went by the name of JustFab. JustFab was a creation of Intelligent Beauty which was the first company that Adam Goldenberg and Don Ressler established together. The two entrepreneurs have been business partners for about ten years now. They used to work together at Intermix Media as they had both sold the businesses to the large corporation. Adam Goldenberg made it to the position of COO when he was 19.

Adam Goldenberg and Don Ressler later both quit Intermix Media as it was purchased by New Corporation which did not acknowledge the success they have been experiencing. Being free of ties to any outside business allowed them to achieve even greater goals.