Demi Lovato has a new clothing line out, featuring sporty and stylish yet functional designs. The activewear line is in partnership with Don Ressler’s Fabletics brand, and will be available both online, and in their brick and mortar stores.
Don Ressler is a successful entrepreneur that has helped grow out multiple startups. Intelligent Beauty and its subsidiaries are just two examples of companies that he worked with. His startup FitnessHeaven.com was purchased by Intermix Media back in 2001. Ressler collaborated with Intermix COO Adam Goldenberg to form a new company called Alena Media.
Alena Media had a focus in eCommerce and advertising. It was Intermix’s only method of profit bringing in millions. News Corp bought out Alena Media in 2005 and the two owners saw the company fade away. It continued to get ignored by the media. Ressler and Goldenberg were not happy and decided to part ways with Intermix and go one their own journey to explore new opportunities.
Both Adam Goldenberg and Don Ressler have knowledge in performance advertising. They decided to meet up again and collaborate on a new brand building enterprise that would run on its own. There ended up being a business meeting in Goldenberg’s living room with some of the other Alena members. They brainstormed for two weeks and then Intelligent Beauty was founded.
The first creation of the business was DERMSTORE. This business was strictly online and offered skincare and cosmetics. Then Ressler and his fellow business associates created SENSA. This was a way to put up an accurate weight-loss system. Don Ressler brought in Dr. Alan Hirsch for product management and Brett Brewer to operate as CEO. Both SENSA and DERMSTORE have been very profitable. In 2008, the companies got $43 million in funding from Technology Crossover Ventures.
In 2010, Intelligent beauty created another business called JustFab. It is a subscription e-commerce fashion retailer. It received $33 million in funding from Matrix Partners to get off the ground. In one year JustFab had 4 million members.
After the company had over six million members they decided to get more funding. JustFab received $76 million from Rho Ventures, Matrix Partners, and Crossover Ventures on Brandettes. After two years of operation the company decided to go after new markets. Being mostly an adult subscription service the company decided to purchase FabKids on Jan 18, 2013 to appeal to new customers. JustFab also purchased the e-commerce site The Fab Shoes from over seas. This brought in over a million new members from France, Spain, and Europe.
With all the new money acquired from over seas customers Don Ressler launched Fabletics which offered more athletic attire. A flagship store was opened in September 2013.