Kate Hudson and Don Ressler; The Masterminds Behind Fabletics’ Incredible Growth

In the recent past, yoga pants are dominating the fashion world. The fact that most people are obsessed with living healthy lifestyles on Pando has fueled the taking over of the yoga pants. Certainly, every individual, particularly in the U.S, are willing to trade their t-shirts and jeans for a yoga outfit. Kate Hudson is among the majority of people advocating for sportswear outfit. Kate is the founder of Fabletics, a renowned sportswear specializing on women outfit.

Kate is a famous actress based in New York. Not long ago, she got an Oscar nomination as an acknowledgment for her talent. Kate is not only talented in acting but also has luck in generating ideas which pay heavily in return. On observing the fashion market on latimes.com, Kate felt the need to start up a fitness and fashion line dealing with women wear. It is evident that her idea focused on a right path based on the company’s incredible growth rate.

Kate likes keeping fit hence understands the need for quality attire during the workouts. Her company has managed beat all odds in the industry due to their considerate mode of services. Her costumes are high quality but sold at an affordable price making Fabletics stand unique. Fabletics operates on membership basis as well as stores.

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By utilizing the reverse showroom tactic, Kate’s company has managed to stand out in the competitive e-commerce industry. Today, Fabletics has thousands of employees across the globe. Besides, the customer sign-up is beyond reasonable doubt that Fabletics is headed on the right track. Currently, the company has about 18 stores, but plans are underway to open up more stores across the major cities in the world.

Kate is known for blending in the right people when it comes to the run for the money. A few years ago, she teamed up with Don Ressler, Co-CEOs of TechStyle. Don Ressler is an expert in the fashion industry as he is the CEO at JustFab. Don Ressler is associated with many successful start-ups which earn him much experience necessary in his career. At a tender age, Don Ressler launched FitnessHeaven.com and drove it to success until 2001 when he sold it to Intermix. Later on, Ressler partnered with Adam Goldenberg, his long-term partner, to form the Alena Media.

Don is expected to see Fabletics brand grow tremendously, and based on the company’s growth record he is delivering more than what is expected of him. Ressler believes that it is his duty to ensure that every woman accesses the clothes she wishes to wear regardless of her geographical location. Ressler’s involvement with two remarkable fashion brands creates a perfect platform for him to satisfy his fashion thirst.

Fabletics – A Thriving Fashion E-commerce Portal With Unique Business Model

Fabletics, a start-up three years ago by the famous celebrity Kate Hudson and Associates, is now a thriving retail business offering athletics and leisure apparel for women. The fashion industry, as one can easily guess, is already saturated for any start-up to venture and hope to reach a turnover of over $250 million in just three years, but Fabletics achieved it rather easily, or so it seems. Amazon is currently the market leader in the fashion e-commerce market, holding over 20 percent in online sales, but Fabletics seems like it’s challenging it already.



The business model of Fabletics is primarily focused on the subscription model where the consumers pay a membership fee and become a VIP member, which opens their access to huge discounts and a range of other benefits. The price of clothing for members is affordable, and the discounts are regularly offered to make shopping at Fabletics even more attractive for active shoppers. However, Fabletics has ensured that the membership fee or the pricing of clothing is not over-expensive. It focuses on the urban middle-class segment of the society, who do not mind getting associated with an aspirational brand and prefers active wear clothing through a monthly membership.



The reverse showroom technique followed by Fabletics is also one of the reasons why it has been able to achieve phenomenal success in just three years. Reverse showroom technique means that the company followed the strategy to first penetrate the market and encourage brand recognition by launching and promoting their online e-commerce portal. With the successful launch of the company’s e-commerce portal and aggressively marketing it, both online and offline, the company was in a rather short period of time, supported by the celebrity status of Kate Hudson, able to achieve a more than decent customer base across the nation.



The excitement for the brand was triggered, and more and more people were able to identify the brand and with the brand, which further helped the company to go ahead and start launching their brick and mortar stores across the nation. And, with the people already interested in Fabletics, it only made sense for the existing as well as the people who were interested in the brand to check out and experience what the brand had to offer. This helped Fabletics to be a success, both online and offline, which is a rather compelling case study in today’s competitive fashion retail industry, especially due to the time frame in which the company became a nationwide success.



Fabletics is now a company that has over 400 employees and close to 1,000 customer care representatives. The company was founded by Kate Hudson, Adam Goldenberg, and Don Ressler, who is also the CEO of Fabletics, and has headquarters in El Segundo, California, US. The subscription service of the company for shopping is regarded as one of the key reasons why the company has been able to achieve success so fast. In this service, the members get a monthly update of new designs and can easily pick and choose the items they want at a hugely discounted price. The company has one of the most fashionable ‘athleisure’ products collection, and with its member base growing consistently, Fabletics is surely going to pose a threat to other major fashion e-commerce retailers in the time to come, if not already.