How Don Ressler and Adam Goldenberg Established their Online Advertising Empire

Businessman and entrepreneur, Don Ressler, has started several successful start-ups that have gone on to become major brands in their own right. Ressler together with his long-term business partner, Adam Goldenberg, are the brains behind Intelligent Beauty. The two met in 2001 after Don Ressler sold his first start-up, fitnessHeaven.com, to Intermix Media. At the time, 19-year-old Adam Goldenberg, was Intermix Media’s COO.

Soon after, Ressler and Goldenberg formed Alena Media as an advertising division of Intermix Media. The division became Intermix Media’s only profit center. In 2005, News Corp bought Intermix Media; however, the new owners started ignoring the potential of Alena Media on Brandettes, which frustrated Ressler and Goldenberg. They left the company to pursue new opportunities.

Conception of Intermix Media

One could say that leaving Alena Media and its parent company, News Corp, was one of the best decisions the two young partners made. After two weeks of brainstorming in Adam’s living room, Intelligent Beauty was conceived. Adam Goldenberg and Don Ressler had reached out to several of their former colleagues from Alena Media to help them come up with a brand.

The two partners settled on online performance advertising because they realized that they already possessed the skills to excel in the field. In addition, online advertising was a rapidly developing sector in the market at the time. Intelligent Beauty’s, first direct-to-customer company was an online cosmetics marketplace called DERMSTORE. After growing and developing DERMSTORE for two years, they founded SENSA – a weight-loss system developed by Dr. Alan Hirsch.

JustFab and Its Subsidiaries

In 2010, Ressler and Goldenberg launched JustFab. JustFab is a subscription e-commerce fashion company. Kimora Lee Simmons was hired as the President and lead creative director of the company. By December 2011, JustFab had grown to over four million members. In 2012, Ressler and Goldenberg raised an impressive $76 million in a second round of funding soon after announcing that JustFab’s subscription had reached six million members.

After the success of JustFab, the two co-founders wanted to expand to other unexploited markets on prnewswire.com. They identified a niche in the children’s fashion market and bought FabKids in 2013. Later that year, JustFab purchased The Fab Stores, a European e-commerce site. This allowed them to enter key European markets like France and Spain.

In October 2013, Ressler and Goldenberg teamed up with Hollywood actress, Kate Hudson, to launch Fabletics. The co-founders closed off 2013 with yet another acquisition, ShoeDazzle. To date, JustFab’s total capitalization is $250 million.