Don Ressler is definitely a man that could teach you a thing or two about creating a profitable brand. Well, let me make one slight correction, Don Ressler is a man who can teach you a thing or two about creating and running multiple profitable brands.
In 2001 he sold his first start-up, Fitness Haven and he hasn’t slowed down since. With his business partner Adam Goldenberg he went on to form a new business and Intelligent Beauty was established in 2006. Through Intelligent Beauty they have created the biggest brands in the fashion, beauty and health industries. Namely, DERMSTORE, SENSA JustFab and it’s subsidiaries. The latter, JustFab has bought tremendous success to Ressler and Goldenberg who both manage the company as Co-CEOs.
Ressler also serves as CEO for Fabletics, an athletic wear ecommerce portion of JustFab that was founded in 2013. It couldn’t have been a smarter move, considering that it is projected by 2020 the athletic apparel market will have a valuation of over $100 billion. In the ‘athleisure’ apparel market, as it is aptly named, consumers love the hip look of stylish apparel clothes but to keep up this fashionable, versatile habit it can become costly. This is where Don developed a plan that addressed this issue spot on. The VIP member pricing allows shoppers to purchase a full outfit for just $49.95. Kate Hudson even collaborated with the brand, as she’s known for being the face that defines ‘athleisure’ in a nutshell, athletic and chic style. It all makes for a powerful punch and as of 2015, Fabletics accounted for 30% of sales for the JustFab portfolio of brands which also includes: JustFab, FabKids, The Fab Shoes and Shoe Dazzle. That’s not too shabby, especially considering that JustFab and it’s subsidiaries generated an impressive $500 million in sales last year.
Ressler was inspired to start Fabletics due to his own personal passion for fitness. He and his wife, were both athletes in college and they continue to maintain a healthy and fit lifestyle. They spend the majority of their time in athletic wear, and so they took their own personal desire for good looking and versatile athletic wear into focus when it came to building the Fabletics brand. Fabletics has also developed a line for men’s athletic wear called FL2. Ressler and his business partner Goldenberg, are even considering brick and mortar Fabletics and FL2 Stores in the future. There’s no denying that Fabletics is on the leading edge of ‘athleisure.’