An unlikely fashion mogul, Adam Goldenberg, co-CEO and co-founder of JustFab Inc., is pleased with his company’s new name, the TechStyle Fashion Group. After all, TechStyle Fashion Group’s brands, including JustFab, Fabletics, FL2, ShoeDazzle and Fabkids were launched online, and Goldenberg’s specialty is online brand building. Even the company’s signature membership model would not be possible without technology, therefore, the new name is ideal. Fabletics may be opening physical stores, however, they remain an online business.
Using data from customer’s feedback and style quizzes allows TechStyle Fashion to give customers exactly what they want, and for Goldenberg, it is working out very well. Adam Goldenberg envisioned having control over everything, including manufacturing, distribution and sales, a new concept in the fashion industry, nevertheless, TechStyle Fashion is now one of the largest fashion retailers in the nation.
An entrepreneur since age 13, Goldenberg’s success didn’t surprise anyone who knew him well. His Gamer’s Alliance website was bought when Goldenberg was only 17, and Intermix, the company that bought his website hired him. By age 19, Goldenberg was the youngest COO of a company in history. Staring an online brand building business called Intelligent Beauty before JustFab, Adam Goldenberg had plenty of experience in eCommerce before TechStyle Fashion, which he used to turn the company into success with over four million VIP members.
Named as a CEO to Watch by Built in Los Angeles, Adam Goldenberg explained that his company’s success is metrics-driven, and due to his team’s adaptability. Goldenberg made the TechStyle Fashion Group as success by listening to consumers and giving them on trend style at the right price point. Saying he liked to surround himself with smart, passionate people, the TechStyle Fashion Group’s motto is ‘Be passionate.”
Built in Los Angeles isn’t the only media outlet to notice Adam Goldenberg; CNBC spoke to him about his company’s name change and the future of retail fashion. Saying the name TechStyle Fashion reflected the company better than JustFab, Goldenberg explained that the company grew so quickly that they needed a new name. An online fashion retailer that does not stock obsolete merchandise does not have any trouble getting rid of an obsolete name.