Just Fabulous History
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Just Fabulous Company History Timeline
2010
While she noted that that Sensa, Dermstore, and JustFab have been separate businesses with their own investors and executive management teams since 2010, court documents tell a different story.
The pair launched JustFab in 2010, with its own celebrity backer and Creative Director, Kimora Lee Simmons.
2012
Shoedazzle currently has over 750,000 members, a fraction of the 13 million that was reported in August 2012.
JustFab also settled a case in 2012 with a woman named Edna Betances-Harold, who didn t realize she was signing up for a shoe-of-the-month club by making a purchase at JustFab.
The first, Women From the Ankle Down The Story of Shoes and How They Define Us HarperCollins, 2012 was called wickedly provocative by Kirkus, fleet-footed by the New York Times, and was named one of Janet Maslin s top beach reads of Summer 2012.
2013
Bank of America amended a loan agreement with Sensa in December 2013, a month before the FTC settlement was announced, noting that proceeds from the Dermstore sale needed to be placed in an escrow account to cover the Sensa judgment.
2014
Sensa sought to stay in business with modified advertising but eventually ceased operating in October 2014, 10 months after the FTC judgment, choosing an alternative to bankruptcy called an assignment for the benefit of creditors.
According to Adam Goldenberg, CEO of TechStyle and Shoedazzle s parent company as of 2014, these changes alienated core customers and almost immediately, their shopping habits changed.
2016
In the first quarter of 2016, it turned a profit for the first time.
For 2016, 100 million has been earmarked for ad spending alone, Goldenberg said.
Founded
2010
Headquarters
El Segundo, CA
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