In their first year, Fab expects to make more than $100 million in revenue. According to PandoDaily, Fab isn’t an e-tailer; co-founders Jason Goldberg and Bradford Shellhammer have created a site full of beauty, color and style.
They told PandoDaily that instead of making decisions around what sold well, they trusted their instincts and followed what they loved, figuring that if they liked it, their shoppers would also.
When Goldberg interviewed a Valley-based recruit for a job, he talked about how the data should be laid out on the page and called the product placements ads. The two ended up fighting.
Goldberg said they weren’t ads—they were editorials. Instead of trying to make shoppers buy things, they are guiding them through a story.