How Don Ressler and Adam Goldenberg Built Their Online Ecommerce Business Empire

Don Ressler is a commercially successful entrepreneur. His e-commerce startups have gone ahead to become huge brands. He is one of the co-founders of Intelligent Beauty Inc. and its subsidiaries. He is also a co-CEO at the company, which he started with his friend and business associate Adam Goldenberg.

Alena Media
Don Ressler and Adam met in 2001 when the latter’s company Intermix Media purchased Ressler startup, FitnessHeaven.com. The two immediately clicked and teamed up to create Alena Media, an e-commerce and advertising division of Intermix Media. The division generated millions in revenue and soon became the company’s highest revenue earner and profit center.

In 2005, News Corp acquired Intermix Media. Unfortunately, the deal saw Alena Media left on the side lines and the once profitable e-commerce business started to decline on Bloomberg. This led the two partners to leave Alena Media to explore new options.

Intelligent Beauty, Inc.
Adam and Ressler knew they had the skills and experience needed to excel in online performance advertising. They gathered several former employees of Alena Media and together, they brainstormed ideas on their next online venture. Two weeks later, they formed Brand Ideas that later became Intelligent Beauty.

The company’s first direct-to-consumer brand was DERMSTORE. DERMSTORE operated as an online marketplace that offered cosmetics and skincare products to consumers. After two years, SENSA weight loss system was launched. Ressler and Adam brought in Brett Brewer as the brand’s CEO and Dr. Alan Hirsch as head product developer. To date, the two subsidiaries are performing exceptionally well on their respective online marketplaces.

JustFab, Inc.
In 2010, JustFab was launched as an online subscription fashion retailer. In 2011, Kimora Lee Simmons joined JustFab as the creative director and company President. In the same year, the company received a $33 million capital input from Matrix Partners. By the end of the year, JustFab’s online subscription was 4 million members. Subscription surpassed the 6 million mark in 2012 resulting in a successful series B funding that raised $76 million.

After the success of JustFab, Ressler and Adam realized that there was a huge online demand for quality fashion products on perezhilton.com. In 2013, FabKids was launched. During the same year, JustFab acquired The Fab Shoes, a European e-commerce site. This acquisition allowed the company to penetrate European markets like France and Spain. Later that year, Fabletics was born and rival company ShoeDazzle was acquired.

Don Ressler has reiterated on numerous occasions that finding the right business partner is an important factor when building a strong business.

Learn more about Don Ressler: http://www.matrixpartners.com/entrepreneur-stories/adam_goldenberg/

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