TechStyle Fashion Group
| Company type | Private |
|---|---|
| Industry | Fashion, E-commerce |
| Founded | March 2010 |
| Founder | Don Ressler, Adam Goldenberg |
Area served | United States, Canada, Europe, Australia |
Key people | Adam Goldenberg (CEO) |
| Products | Footwear, handbags, jewelry, lingerie, activewear, denim apparel |
| Website | www |
TechStyle Fashion Group, previously known as JustFab Inc., is a privately held e-commerce fashion retailer managing a collection of five direct-to-consumer brands: JustFab, FabKids, ShoeDazzle, Savage X Fenty, and Fabletics. Their offerings encompass footwear, handbags, jewelry, lingerie, activewear, and denim apparel. The company delivers a customized shopping experience tailored to the style preferences of its members.
By 2019, TechStyle had amassed over 5 million paying VIP customers and generated revenue near $800 million. Established in March 2010 by entrepreneurs Don Ressler and Adam Goldenberg—who also acts as CEO—the company commands a strong presence in markets including the United States, Canada, Europe, and Australia. Its core business approach combines membership-driven fashion retail with focused marketing and merchandising solutions.
TechStyle’s leadership prioritizes global expansion and strengthening its market position through innovations in e-commerce and direct consumer engagement. The group’s brands utilize celebrity collaborations and data-centric personalization strategies to fuel growth in the competitive fashion sector.
History
Founded in March 2010 by Don Ressler and Adam Goldenberg under the original name JustFab, TechStyle Fashion Group has developed a portfolio of brands that partner with celebrities and influencers to launch exclusive capsule collections aimed at their target audiences. Recent collaborations include partnerships with Demi Lovato, Kelly Rowland, Maddie Ziegler, Rita Ora, and Normani, boosting the group's brand awareness and market reach.
In August 2019, TechStyle enhanced its executive team by promoting Laura Joukovski—previously Chief Media Officer—to President of Global Fashion Brands. Further strengthening leadership in February 2020, Meera Bhatia was appointed President of Expert Services to support strategic growth initiatives.
Reflecting its commitment to corporate social responsibility and environmental sustainability, TechStyle teamed up with Good360 in August 2020. Through this partnership, JustFab and ShoeDazzle contributed $1.5 million worth of apparel donations aimed at minimizing surplus inventory waste, reinforcing sustainable practices and improving the company's industry standing.
JustFab
The transition from JustFab Inc. to TechStyle Fashion Group occurred in August 2016, with JustFab continuing as one of the company’s distinct brands. In January 2013, the Style Network aired "Kimora: House of Fab," a reality series showcasing day-to-day operations at JustFab along with Kimora Lee Simmons’ roles as president and creative director.
JustFab expanded its footprint into European markets such as Spain and France following the acquisition of The Fab Shoes in May 2013, supporting its international growth strategy. In 2016, the brand introduced an inclusive sizing initiative that broadened its ready-to-wear offerings from XS through 3X.
In August 2017, JustFab was subject to a UK Advertising Standards Authority ruling that prohibited certain subscription advertising deemed misleading.
Recent leadership changes include Daria Burke’s appointment as Chief Marketing Officer in November 2019 and Nina Fuhrman’s promotion to Chief Merchant for both JustFab and ShoeDazzle in July 2020. The brand earned recognition in 2020 as a prominent plus-size fashion label by Elite Daily. That same year, Kelly Rowland collaborated with JustFab to design a capsule collection featuring office attire and loungewear.
FabKids
In January 2013, TechStyle, then operating as JustFab, expanded its presence in the children's apparel sector by acquiring the subscription-based kids' fashion company FabKids. Although their names were similar, the two businesses had no previous connection. By September 2020, Entertainment Tonight Online had acknowledged FabKids as one of the top children’s footwear brands on the market.
Shoedazzle
TechStyle took over its competitor, the shoe subscription service ShoeDazzle, in August 2013, opting to keep both brands distinct to appeal to different customer segments. In July 2020, Forbes highlighted ShoeDazzle for its innovative loyalty program and partnerships with celebrities like Jessie James Decker and Porsha Williams, which boosted brand awareness and customer loyalty.
Fabletics
Founded in July 2013 by Adam Goldenberg, Don Ressler, and actress Kate Hudson, Fabletics quickly became TechStyle’s fastest expanding label by 2015. The company executed a strategic plan to grow its footprint by introducing physical retail stores, opening its inaugural brick-and-mortar location in Soho, Manhattan in April 2019. Since that launch, Fabletics has grown to 50 stores across North America, including eight openings following COVID-19 restrictions. In April 2020, the brand broadened its offerings by entering the menswear market and appointed Kevin Hart as both an investor and brand ambassador to enhance its reach and influence.
Savage X Fenty
Launched in May 2018 through a collaboration between TechStyle and Rihanna, Savage X Fenty is a lingerie, sleepwear, and accessories line designed for both women and men. The debut included four capsule collections and has since expanded with celebrity partnerships such as Normani and Lizzo. The brand is celebrated for its inclusivity and body-positive ethos, providing bras ranging from 32A to 44DD and sizes XS to 3XL in lingerie and loungewear. Savage X Fenty has established a strong market presence with notable runway shows at New York Fashion Week for three consecutive years. Fast Company named it among the top 10 most innovative fashion companies in March 2020. In October 2020, the brand extended into menswear with a collection featuring Christian Combs, which premiered at New York Fashion Week.
Funding
TechStyle (formerly JustFab) secured an initial $33 million investment from US venture capital firm Matrix Partners in 2011. The following year, it raised an additional $76 million from investors including Matrix Partners, Rho Ventures, Technology Crossover Ventures, and Intelligent Beauty to support expansion into international markets such as Canada, Germany, and the United Kingdom.
In September 2013, founders Adam Goldenberg and Don Ressler announced a $40 million funding round aimed at accelerating global expansion and diversifying product lines. By August 2014, TechStyle completed an $85 million financing round led by Passport Special Opportunity Fund with participation from existing backers, increasing total capital raised to $250 million. This substantial funding fueled the company's aggressive growth strategy and product portfolio enhancement.
Membership
TechStyle’s Fashion Group operates through a membership system—a subscription framework that provides customers with reduced prices and access to exclusive products across its various brands. Monthly membership fees differ: JustFab, Shoedazzle, and Fabkids require $39.95, whereas Fabletics and Savage set their fees at $49.95. Upon joining, members complete a style preference questionnaire, enabling them to choose monthly selections or opt out without incurring any charges.
As of February 2019, TechStyle had exceeded 5 million members, demonstrating notable expansion and a strong presence in the subscription-based retail sector.