The Ecommerce Guru That is Adam Goldenberg

Adam Goldenberg demonstrated ingenuity and brilliance from a very tender age. His first venture, an Online Bulletin Board Service at only 13 years old, was initiated and funded by his Bar Mitzvah money. With a little tweak here and there, two years later Adam Goldenberg transformed his company to gaming website which he called Gamer’s Alliance. Offering much promise, the website caught the attention of Brett Brewer, president and founder of Intermix Media. Brewer acquired Gamer’s Alliance in 1997 without prior information that the founder was only 17 years old. At such a tender age, Adam received an appointment at Intermix Media and after two years he went ahead to become the youngest Chief Operating Officer of a public company at only 19 years old.

While at Intermix Media, Adam Goldenberg met with an equally innovative entrepreneur, Don Ressler. The duo clicked and they both combined their efforts to form their first e-commerce and performance advertising company, Alena Media. The company, which was a major division of Intermix Media, was successful in generating hundreds of millions of dollars in revenue for the company. Nevertheless, Adam and Don had their time at Intermix Media cut short after the company was acquired by News Corp in 2005.

However, this did not put Adam and Don down at all as they decided to team up and explore new and bigger opportunities they knew they had within their grasp. Having gained more than enough experience in the performance advertising sector, they gathered a team from Intermix Media and held a brainstorming session in Adam’s living room. By incorporating all their ideas, they came up with a brand building enterprise that was designed to run unmonitored which they called Intelligent Beauty.

With a thirst for more success, both Adam and Don went ahead to create their first venture which was under Intelligent Beauty which they named DERMSTORE. The company was established as an online marketplace for skincare and cosmetics. Two years later they launched their second company under their brand building enterprise, SENSA, an online weight loss system. Both ventures became a reality as a result of both entrepreneurs bootstrapping all of their savings. Both companies, nevertheless, went ahead to prove worthy ventures as they were able to receive an investment of $43 million from Technology Crossover Venture builtinla.com.

Nonetheless, their most profitable venture came about through JustFab which was established in 2011. Having been set up as an online subscription fashion retailer, the company was able to recruit over 4 million in subscribers within the same year it was launched. Having reached the 6 million member mark as of April 2012, the company continues to show even greater success, and it has received huge capital in funding from other major companies. See: http://www.fabletics.com/about