TechStyle Fashion Group, formerly JustFab Inc., is an online, membership fashion retailer that has a portfolio of five direct-to-consumer brands including JustFab, FabKids,

ShoeDazzle ShoeDazzle is an American online fashion subscription service based in El Segundo, California. Each month the company debuts a selection of shoes, handbags and jewelry, and provides its members with a showroom curated to their indicated fashion p ...

Savage X Fenty Savage X Fenty is a lingerie brand founded by Barbadian singer Rihanna that emphasizes confidence and inclusivity and is designed for all genders, sizes, and backgrounds. Along with lingerie, the line features bras, underwear, sleepwear, and lo ...

, and Fabletics. Its brands carries selections of

shoe A shoe is an item of footwear intended to protect and comfort the human foot. They are often worn with a sock. Shoes are also used as an item of decoration and fashion. The design of shoes has varied enormously through time and from culture ...

handbag A handbag, commonly known as a purse or pocketbook in North American English, is a handled medium-to-large bag used to carry personal items. Purse, handbag or pouch The term "purse" originally referred to a small bag for holding coins. In man ...

jewelry Jewellery ( UK) or jewelry ( U.S.) consists of decorative items worn for personal adornment, such as brooches, rings, necklaces, earrings, pendants, bracelets, and cufflinks. Jewellery may be attached to the body or the clothes. From a w ...

lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fash ...

activewear Sportswear or activewear is clothing, including footwear, worn for sport or physical exercise. Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons. Typical sport-specific garments ...

, and

denim Denim is a sturdy cotton warp-faced textile in which the weft passes under two or more warp threads. This twill weaving produces a diagonal ribbing that distinguishes it from cotton duck. While a denim predecessor known as dungaree has been p ...

. It offers a personalized shopping experience based on members' indicated fashion preferences. As of 2019 the company has over 5 million paying VIP members, earning revenues of $800 million.

History

TechStyle Fashion Group, originally operating under the name JustFab, company was founded by Don Ressler and Adam Goldenberg in March 2010.Tomio Geron, Forbes.
Former Intermix COO Raises $33M For Fashion Brand JustFabulous
" Sept 21, 2011. Retrieved Feb 22, 2012. Its portfolio of brands collaborate with

celebrities Celebrity is a condition of fame and broad public recognition of a person or group as a result of the attention given to them by mass media. An individual may attain a celebrity status from having great wealth, their participation in sports ...

and influencers to build capsules that resonate with their consumer base. In recent years, TechStyle Fashion Group's brands have collaborated with Demi Lovato,

Kelly Rowland Kelendria Trene Rowland (born February 11, 1981) is an American singer, actress, and television personality. She rose to fame in the late 1990s as a member of Destiny's Child, one of the world's best-selling girl groups of all time. During the gr ...

Maddie Ziegler Madison Nicole Ziegler (; born September 30, 2002) is an American actress and dancer. She was initially known for appearing in Lifetime's reality show '' Dance Moms'' from 2011 (at age 8) until 2016. From 2014, she gained wider recognition fo ...

Rita Ora Rita Sahatçiu Ora (born Rita Sahatçiu; 26 November 1990) is a British singer and songwriter. She rose to prominence in February 2012 when she featured on DJ Fresh's single, "Hot Right Now", which reached number one in the UK. Her debut stud ...

, and Normani. In August 2019, TechStyle Fashion Appointed former Chief Media Officer Laura Joukovski to the company’s new President of Global Fashion Brands. In February 2020, TechStyle Fashion Group announced the appointment of Meera Bhatia as President of Expert Services. In August 2020, TechStyle Fashion Group partnered with philanthropy, Good360. JustFab and

donated $1.5 million worth of clothing apparel with the purpose to lessen excess inventory waste.

JustFab

In August 2016, the company was officially rebranded from JustFab, Inc. to TechStyle Fashion Group. JustFab was spun out as one of the company’s brands under the TechStyle collection of brands. A television show about TechStyle brand JustFab and Simmons titled "Kimora: House of Fab" premiered on the Style Network in January 2013. The show covered daily life at the JustFab offices, Simmons’ role as president and creative director, and the duties of the company's

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

, merchandising, and

public relations Public relations (PR) is the practice of managing and disseminating information from an individual or an organization (such as a business, government agency, or a nonprofit organization) to the public in order to influence their perception. ...

departments. JustFab continued international expansion into

Spain , image_flag = Bandera de España.svg , image_coat = Escudo de España (mazonado).svg , national_motto = ''Plus ultra'' (Latin)(English: "Further Beyond") , national_anthem = (English: "Royal March") , i ...

and

France France (), officially the French Republic ( ), is a country primarily located in Western Europe. It also comprises of overseas regions and territories in the Americas and the Atlantic, Pacific and Indian Oceans. Its metropolitan area ...

after acquiring The Fab Shoes in May 2013. In 2016, JustFab launched an "all size" campaign to promote that it's ready-to-wear collection would now include sizes XS to 3X, 24-34 and 16W- 24W. In August 2017 JustFab was issued an ASA ban for luring customers into a subscription via a promotion on its website. In November 2019, TechStyle appointed Daria Burke as Chief Marketing Officer of JustFab. In 2020, JustFab was included on Elite Daily’s list of plus-sized brands to try. In July 2020, TechStyle Fashion Group Named Nina Fuhrman Chief Merchant for JustFab and

. Singer

produced a capsule for office clothing and lounge wear through JustFab in 2020.

FabKids

In January 2013, TechStyle, then JustFab, acquired children's fashion-subscription company FabKids. Despite the similarity in their names, there was no previous association between the two companies. In September 2020, Entertainment Tonight Online named FabKids on a list of the best kids shoes on the market.

Shoedazzle

TechStyle (then JustFab) acquired rival shoe subscription service

in August 2013, but the two companies continued to run as separate brands. In July 2020 ShoeDazzle was recognized by

Forbes ''Forbes'' () is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. ''Forbes'' also r ...

for its personalized

loyalty program A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Today, such programs cover most types of commerce, each having varying features and ...

following collaborations with

Jessie James Decker Jessica Rose James Decker (born April 12, 1988) is an American country pop singer. At age 15, after auditioning for and being rejected by most of the country labels in Nashville, Tennessee, Decker began working with Carla Wallace of Big Yell ...

, Erika Jane,

Porsha Williams Porsha Dyanne Guobadia (née Williams, formerly Stewart, born June 22, 1981) is an American television personality, actress, and author. She starred on the television series ''The Real Housewives of Atlanta'' from 2012 until 2021, when she depar ...

and Aliya Janell.

Fabletics

Fabletics, an online athletic wear retailer, was founded by Adam Goldenberg, Don Ressler and

Kate Hudson Kate Garry Hudson (born April 19, 1979) is an American actress and businesswoman. She has received numerous awards and nominations, including a Golden Globe Award, a Critics' Choice Movie Award and a Satellite Award, as well as nominations f ...

in July 2013. In 2015, Fabletics was TechStyle's fastest growing label. In April 2019, Fabletics expanded to

brick and mortar Brick and mortar (also bricks and mortar or B&M) refers to a physical presence of an organization or business in a building or other structure. The term ''brick-and-mortar business'' is often used to refer to a company that possesses or leases r ...

retail with its first store in Soho, Manhattan. Fabletics has opened 50 North American stores with eight of these locations opened after

COVID-19 Coronavirus disease 2019 (COVID-19) is a contagious disease caused by a virus, the severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2). The first known case was identified in Wuhan, China, in December 2019. The disease quickly ...

restrictions lifted in June 2020. In April 2020, Fabletics expanded to

menswear Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture. The term implies a look defined by the fashion ...

, signing

Kevin Hart Kevin Darnell Hart (born July 6, 1979) is an American comedian and actor. Originally known as a stand-up comedian, he has since starred in Hollywood films and on TV. He has also released several well-received comedy albums. After winning se ...

as an investor and the face of the new brand.

Savage X Fenty

In May 2018, TechStyle partnered with Rihanna to launch

, a lingerie, sleepwear, and accessories brand for women and men. The original launch in 2018 included four capsule collections in the main line, and the brand expanded and launched numerous capsules, often with celebrity partners Normani and Lizzo. Associated with diversity and body-positive messaging, Savage X Fenty bras are available from a 32A to 44DD, with lingerie, undies, and loungewear coming in sizes from XS to 3XL. Savage x Fenty has also made headline news for the last three consecutive years during New York Fashion Week, with the brand’s fashion shows frequently being dubbed as a highlight of the week. In March 2020,

Fast Company ''Fast Company'' is a monthly American business magazine published in print and online that focuses on technology, business, and design. It publishes six print issues per year. History ''Fast Company'' was launched in November 1995 by Alan Web ...

named Savage x Fenty one of the 10 most innovative style companies of 2020, alongside brands such as Madewell and Levi Strauss & Co. In October 2020, Savage x Fenty launched the brand’s first menswear collection with Christian Combs, which debuted at the 2020 Fashion Show during

New York Fashion Week New York Fashion Week (NYFW), held in February and September of each year, is a semi-annual series of events in Manhattan typically spanning 7–9 days when international fashion collections are shown to buyers, the press, and the general publ ...

Funding

In 2011, TechStyle (operating under the name JustFab) received $33 million in funding from US venture capital firm Matrix Partners. In 2012 the company received an additional $76 million from Matrix Partners,

Rho Ventures Rho Capital Partners is a venture capital firm that actively invests in companies related to technology, new media, cleaning technology and healthcare. Rho Fund Investors, a division of Rho Capital Partners, is a fund of funds (FoF), or fund t ...

Technology Crossover Ventures TCMI, Inc. better known by the name TCV (Technology Crossover Ventures) is an American investment firm based in Menlo Park, California. The firm mainly invests in public and private growth-stage companies in the technology industry. Background ...

, and Intelligent Beauty and expanded its operations internationally to

Canada Canada is a country in North America. Its ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, covering over , making it the world's second-largest country by tot ...

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

, and the UK. In September 2013, TechStyle's CEOs Adam Goldenberg and Don Ressler announced that the company closed $40 million in its third round of funding to accelerate its already-fast international growth and enter new product categories. In August 2014, TechStyle (then called JustFab) closed an additional round of funding for $85 million which was led by Passport Special Opportunity Fund and included participation from existing investors Shining Capital, Matrix Partners, and Technology Crossover Ventures. The additional round of funding brought the company's total capitalization to $250 million.

Membership

TechStyle’s Fashion Group operates a membership model — a subscription-like offering in which consumers are offered the opportunity to become members to one or more of the TechStyle brands to get discounted prices and other perks, such as exclusive clothing items. Member prices fluctuate across brands. Members of JustFab, Shoedazzle, and Fabkids pay $39.95 per month while members of Fabletics and Savage pay $49.95 per month. The registration process requires members to complete a survey regarding their fashion preferences. At the beginning of each month, a member can choose one of the selections, request new options, or skip the month altogether without charge. In February 2019, TechStyle reached more than 5-million members.Andrea Chang, Los Angeles Times.
Online shoe clubs are in step with fashion-forward women
" Dec 29, 2011. Retrieved Feb 22, 2012.

References

{{Reflist, 2 Online clothing retailers of the United States Subscription services Retail companies based in California Companies based in Los Angeles American companies established in 2010 Clothing companies established in 2010 Retail companies established in 2010 2010 establishments in California Clothing brands of the United States