Actor Oliver Hudson has taking a keen interest in helping a company, FL2 market its sportswear to men. FL2 is short for Fabletics 2, a sister company of its women’s sportswear company Fabletics. Both are part of the main company, JustFab on Bloomberg, started back in 2010. Oliver Hudson’s sister Kate has already come aboard to help bring attention to Fabletics, and with Hudson now helping advise FL2, the company looks to gain footing in a highly competitive men’s athletics market. What’s made the Hudsons interested in this move is how Co-founder and Co-CEO Don Ressler has run this company. He and his partner Adam Goldenberg, have wanted to change online shopping by using a social media-based engine for JustFab, and an affordable subscription model that has made this brand stylish but cheap to buy from.
Don Ressler started up several companies over the course of his career. Fabletics wasn’t the first company he would start in the athletic world. He founded FitnessHeaven.com, a company that sells home exercise equipment and provides information on staying in shape. That company was targeted by Intermix Media, a digital media agency who was buying out a lot of companies back in the late 1990’s and early 2000’s. Ressler came to work for Intermix Media where he met Adam Goldenberg, the company’s chief operating officer who had been hired straight out of high school. Ressler and Goldenberg became a dynamic duo instantly, and they started a subsidiary company at Intermix Media called Alena Media.
Don Ressler and Goldenberg decided to part ways with Intermix Media after it was bought out by News Corp, as News Corp decided to discontinue supporting Alena Media. So the two started up their own hub of small businesses, most of which were under the roof of Intelligent Beauty and comprised of health and beauty products. About 5 years into this new venture, JustFab was born when both Ressler and Goldenberg decided to try out the women’s fashion market on perezhilton.com. This was not something they knew much about, but they both had quite a marketing resume, and they knew if they could keep things simple and fun while on the job, they had a chance to succeed. So Ressler and Goldenberg started hosting functions, and sharing their ideas about how this new company would be run. They gained support from supermodel Kimora Lee Simmons, Matrix Partners Josh Hanna, and more recently an influx of funds from Rho Ventures.
Learn more about Don Ressler: http://www.matrixpartners.com/entrepreneur-stories/adam_goldenberg/