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The Achievements of Don Ressler in the Growing E-Commerce Industry

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Don Ressler is an entrepreneur who established a chain of start-ups including one of the largest fashion/apparels e-commerce retailer in the world. His first start-up was FitnessHeaven.com. Don Ressler established the company in 2001 but after one year of profit making, the company was acquired by Intermix Media Inc.

FitnessHeaven.com operated a wellness and fitness website that offered insights on exercises, medicine, nutrition, sports, family life, diet, and healthy living. The website on bizjournals.com dimensional experience and expert content for guests including personalized fitness, virtual trainers, diet regimens and real-time competitive workouts.

After FitnessHeaven.com had been acquired, Ressler partnered with a 19-year old Intermix’s Chief Operating Officer, Adam Goldenberg, to establish Alena Media. This business-to-business social media platform generated hundreds of millions of revenues in e-commerce and performance advertising before it was acquired by another company, News Corporation in 2005 at http://www.matrixpartners.com/entrepreneur-stories/adam_goldenberg/.

Goldenberg and Ressler were left watching their highly profitable e-commerce enterprise that they had built tirelessly, ignored by a media corporation. Frustrated by the notion, they left to explore new opportunities. Lucky for them, they had gathered enough skills required to excel in online performance advertising. They, therefore, gathered a team from Alena Media, established Brand Ideas, a company that later changed its name to Intelligent Beauty.

Intelligent Beauty operates a business in the personal care, fashion, and beauty spaces. The company is also an e-commerce and beauty site that provides beauty and skin care information, as well as skin care products including cosmetics, fragrances, retinol, antioxidants, sunscreens, eye creams, and glycolic acids as well as handbags, jewelry, shoes, hair care, and sunless tanning.

Don Ressler also created a couple of direct-to-consumer brand building businesses. His first creation was DERMSTORE, an online cosmetics and skin care store. Two years later, he and Goldenberg created SENSA, a platform that gave insights about losing weight. Both SENSA and DERMSTORE were substantially profitable.

By 2010, Intelligent Beauty was not generating significant revenue. The company, therefore, launched another subscription e-commerce fashion retailer, JustFab. With funding from Matrix Partners, the company had roughly $4 million members by 2011. Both Don Ressler and Adam Goldenberg continued to raise money for the company from a series of investors including Crossover Ventures, Rho Ventures and the parent company, Intelligent Beauty.

In 2013, JustFab began seeking opportunities from new markets. Ressler figured that many of their clients were athletes, parents, and kids. He, therefore, purchased several subscription services including Fab Shoes, Fabkids, and Fabletics. This increased their subscription membership to $10 million. They also took some of their services offline, opening their sale stores in 2014.