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Fab.com To Make Its Own Products In-House

E-commerce site wants to take on Walmart and Amazon by selling things that can't be found on those sites.

Daniela Walker
Daniela Walker on April 23, 2013. @emptyofpocket

The last time Fab.com changed its direction, it became the fastest growing e-commerce site on the web, with 12 million members and 300% growth in sales. So the news that Fab may be pivoting again, the second time in two years, may not be such a bad thing.

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Fab was originally created by Jason Goldberg and Bradford Shellhammer as a social networking site for gay men known as Fabulis, but in 2011, it revamped itself into a 3rd party retailer offering flash sales and has quickly becomes a leading everyday design retailer. Now, the e-retailer is reportedly looking to develop its brand by designing and manufacturing its own products in-house. Last month, co-founder Bradford Shellhammer told Fast Company that their goal is to become ‘the world’s alternative to Amazon and Wal-Mart‘:

The only way to compete in the world of Amazon is to sell things that Amazon doesn’t sell. We’re building a brand, and part of that is bringing the brand to our own line of products.

Fab has been relatively hush-hush about its intended direction but in a blog post, Goldberg hinted that 2013 would bring major change for the company:

We’ll be pivoting towards a new model that we are not yet ready to reveal publicly. That pivot will be gradual. I can promise you one thing: It will be 100% towards delivering the best customer experience in the world for discovering everyday design. We’ll offer even more unique products supported by an even better experience.

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While an official announcement will be made at a press event on April 29th as to exactly what Fab has in the works, it has already began to reveal its direction with a recent competition, Disrupting Design. The site held an open-call to designers and students for prototypes, with the winners’ creations set to be produced and sold on Fab in a series entitled Fab x [Designer's name].

The about-face that company did in 2011 turned it into one of the hottest shopping sites on the Internet; only time will tell if this latest pivot will create even further success.

Fab

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Daniela Walker is a regular contributor to PSFK. She is also a freelance writer and avid believer that a square (or two) of dark chocolate a day truly does keep the doctor away.

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