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Role Reversal

JustFab blends fashion, commerce and technology in its first physical store
JustFab has expanded beyond footwear to include denim and other product categories.

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JustFab, the fast-growing fashion subscription e-commerce brand, has joined the growing ranks of pure online players venturing into brick-and-mortar. The company made its retail debut in Glendale Galleria, Glendale, Calif., opening a 3,000-sq.-ft. flagship that combines digital and traditional retailing.

“We’ve heard from our members that being able to see and try on products before they buy is still an important part of the shopping experience for them,” said co-CEO Adam Goldenberg. “With the JustFab flagship, we’re giving current VIP members and new customers a new way to connect with the brand and to experience the JustFab world in person.”

Founded in 2010 as a members-only footwear retailer, JustFab has expanded its reach and its offerings. It now counts more than 33 million members around the globe and has a portfolio of brands. In August, it acquired ShoeDazzle, which it is maintaining as a distinct brand. 

Each month, JustFab sends members a new selection of shoes, handbags and other items tailored to their individual tastes, with all JustFab branded items priced at $39.95. Members can skip buying any month, as long as they notify the company by the fifth of the month. Non-members can shop the site, but pay a premium price for items. (The site also offers a range of products for less than $39.95.)

With its clean, sleek lines and white background, the JustFab store has a modern, fashion-oriented look. The space is designed to mirror the brand’s online shopping experience and features curated product displays with trend story videos. Sales assistants are trained to offer personalized fashion advice. Customers can sign up to become members, making them eligible for the exclusive pricing. And similar to the online model, shoppers who don’t want to become a member can purchase items at regular retail price.

The store’s sales assistants are equipped with iPad mini devices on which they can access a proprietary app, using it to check inventory or send product requests without having to leave the customer’s side. The retail app also makes it easy for stylists to create wish lists for customers, get real-time status updates of customer requests or access customer accounts.

As to future expansion, company spokesperson Alice Chung told CSA: “Our hope is that this flagship is going to be tremendously successful, and we are going to look at other footprints across the country.”

© 2014