The twitterverse is all abuzz today about Fab’s “Make Mistakes” poster and tee shirt.
I wanted to take a minute to try to clear up a few things about this.
Make Mistakes is a very common phrase. It’s one of our favorites here at Fab. I’ve been saying it for years. It’s one of our company mantras. I actually got it from our CTO, Nishith, who has this on his wall in our Pune offices.
@Mike_FTW is upset that our Fab Make Mistakes poster may have some resemblance to his. To be honest, we never saw his or even heard of his before we put ours up on Fab today.
I’ve tweeted to @Mike_FTW suggesting he call me or email me to sort this out.
At Fab we believe this make mistakes stuff; but learn from them and adjust quickly. Yo Mike! Here’s what we’re going to do. Let me know your favorite charity. For every $1 of profits from selling our Make Mistakes poster or tees on Fab, we’ll donate $2 to your favorite charity. We’re not in this for the money. We believe this Make Mistakes stuff. We live it every day here. firstname.lastname@example.org.
Fab Acquires Casacanda and Launches as Fab.de Serving Germany, Austria, & Switzerland
Fab today took a big step towards our mission of being the world’s most valuable design resource.
Fab has acquired Casacanda, the #1 flash sales website for design objects in Germany, Austria and Switzerland.
Casacanda, based in Berlin Germany, relaunches today as Fab.de with 250,000 members, growing by 90,000 in the last 30 days alone. That brings Fab’s worldwide membership to more than 2.4 million members, all of whom have joined Fab or Casacanda in the last 8 months.
We’re thrilled to welcome Casacanda’s 45 team members to team Fab.
Here’s a little background on why we’re making this move.
In the U.S. we’ve seen massive growth, growing to more than 2 million members in just our first 8 months and selling nearly a million products during that time with ever-growing demand. Heck, we’ve added more than 700,000 members since January 1, 2012. We really do believe that this is nothing short of a movement; more than 1 million people have joined Fab in the U.S. from social sharing. That doesn’t happen by chance. It happens by making people smile. We make people smile and they pass it on. And, in the age of social media, they pass it along around the world with no borders.
Our ambition from the very beginning has been to establish Fab as the most valuable global resource for design. Good design is not just an American thing. It’s a global passion. Good design is made in every country, in every category and at every price point. We believe that people all over the globe benefit from having good design in their lives.
As early as October 2011 when we were just 5 months old, we began thinking and strategizing about which markets we would bring the Fab model to next. We quickly honed in on Germany, and Berlin in particular, as being the first major Fab center outside of the U.S. It’s a natural first-choice; the German economy is strong, Berlin is an awesome startup hub, and the German people have deep rooted passion for design and the types of products we sell on Fab. In fact, the stuff we sell every day on Fab drives a lot of inspiration from German design and many of the Fab products are very similar to what you might find in the boutiques and shops of German cities such as Cologne, Stuttgart, Hamburg, and Berlin.
We did a study of the German market in October and November and went through a decision process of whether to build or acquire. In early December we took a trip to Berlin and met with a few potential partners to explore launching Fab in Germany. Of all the teams and people we met with in Berlin, we were far and away most impressed with the founders and team at Casacanda. We returned to Berlin in January and spent even more time with Casacanda to figure out if it was a good match. It was, and then some. Casacanda’s CEO, Roman Kirsch, is a true superstar. That guy is so impressive that I immediately wanted him on team Fab. Watch out for Roman. His future is boundless and he will do amazing things for Fab in Germany and well beyond for years to come. His partners, Sascha Weiler (technology) and Christian Tiessen (merchandising) are also impressive leaders in their domains. What struck us most is that they think like Fab, and they have Fab-sized ambitions to create the world’s #1 design resource. The more Bradford and I met with them the more we became convinced that the best way to launch Fab in Germany was with them.
And then, there’s also the results they have produced. As I noted, Casacanda has already grown to more than 250,000 members since launching in just September of 2011, growing by 90,000 in the last 30 days. They’ve also signed up an impressive roster of design partners on-par with Fab’s partners in the U.S. And, they’re delivering thousands of smiles to peoples homes throughout Germany, at a rate of 15,000 orders per month right now, growing by 200% month/month.
With this acquisition as the first springboard, we believe that Fab can generate at least 10 to 20% of our overall revenue from international this year.
With this acquisition Fab, today, now has nearly 200 team members worldwide. We’ve come a long way from 4 of us working out of my apartment at this time last year.
Here’s what this means for customers.
Fab.de launches today. It is live now.
Casacanda will be redirecting to fab.de and will have Fab’s design and branding.
Initially Fab.de will be in German-language only. Soon, we will also offer Fab.de in English. Later we will also expand to more countries in Europe and beyond the Fab.de url.
We’re already working together as one global team and we’re currently working with our design partners to sell globally. This includes bringing brands and products we’ve sold in the US to Germany and vice versa as well as sourcing global products to be sold both in the US and in Germany, and then in even more countries
In addition to leveraging scale on buying we’ll also be leveraging scale on logistics and technology and the Fab.de team will soon be on Fab’s entire technology platform which is known for its clean design, exceptional mobile apps and social sharing innovations.
All this means we’ll enable consumers to turn to Fab for more and more great design products, at the best prices, delivered rapidly, sourced from all over the globe.
Ultimately we plan to enable anyone anywhere to go to Fab.com and see an amazing selection of design products available to them, sourced globally, available locally. That’s our big vision.
We’re thrilled to be taking this giant step today.
Casacanda wird Teil von Fab. And we couldn’t be happier nor more excited about it.
“When Jason Goldberg set out to raise a new round of funding for his flash sales site Fab.com, he dispensed with the usual PowerPoint presentations and instead gave potential investors a look at the crown jewels: the “dashboard” of real-time analytics that can instantly spot trends and enable the site to tweak its offerings on the fly.”—Venture capital sees big returns in big data | Reuters
Fab Launches 5 New Weekly Specialty Shops - Evening Sales
Fab is growing fast. Crazy fast. 8 months ago we didn’t even exist. Today we’re at more than 2 million members and growing faster than ever.
We’ve got one big thing we’re trying to be the best in the world at: Fab.com is design. We believe that everyone, everywhere can benefit from good design.
Quite simply, we’re on a mission to make Fab the world’s most valuable design resource.
When we launched back on June 9, 2011, we really had no idea how far our model would extend. We had a hunch that good design existed everywhere, in all categories, and at all price points, but we really didn’t know what our members would take to.
Our model for picking products and categories is to find great stuff we love, throw it up on the site, and see what works.
Along the way we’ve learned a lot about what types of design objects Fab’s members are interested in seeing more of. We’ve learned this from monitoring our sales, analyzing the number of social media shares, studying the data, and through user surveys.
Based on that feedback Fab is launching 5 new vertical Weekly Specialty Shops in categories our members have asked to see much more of.
Fab’s weekly specialty shops sales start at 7pm ET / 4pm PT Monday thru Friday, and the sales last for 7 days.
The new Fab Weekly Shops are:
Vintage Modern Mondays - launches Monday February 20th and then weekly thereafter. Featuring vintage finds hand-picked by Fab’s curators.
Fashion Tuesdays - launches Tuesday February 21st and then weekly thereafter. Featuring the best in independent fashion for women and men.
Kids Wednesdays - launches Wednesday February 15th and then weekly thereafter. Featuring the best in kids design products for parents and their children.
Pets Thursdays - launches Thursday February 16th and then weekly thereafter. Featuring the best in well designed pet products.
Foodie Fridays - launches Friday February 17th and then weekly thereafter. Featuring great designs in edibles, prep, and kitchen essentials.
Each new weekly shop will feature several sales and hundreds of products. Here, for example, is what The Kids Shop launching Wednesday at 7pm ET / 4pm PT will look like:
Along with the launch of Weekly Shops, we’ve also released a major update to our email notification preferences so that Fab members can decide which shops they want to opt-in and out-of receiving emailers on:
This is all part of our broader strategy to make Fab the world’s #1 place for design.
With the addition of weekly shops, Fab will now have:
Daily 3-day flash sales featuring design objects from an eclectic mix of categories and price ranges.
Weekly specialty shops in specific verticals: Kids, Pets, Foodie, Vintage, and Fashion.
Month-long pop-up shops around specific themes, like The Milton Glaser shop.
At the end of 2011 we had about 3000 unique products on Fab each day. Soon we’ll be well above 10,000. All while preserving the curation and stellar browsing and discovery experience Fab’s members have come to rely on us for.
Since launching our mobile apps this past October, we’re quickly learning about the power of mobile commerce.
Mobile now accounts for 25% of Fab orders on a daily basis.
iPhone members purchase at twice the rate of web members.
iPad members purchase at more than 4 times the rate of web members.
Fab 2.0 for iPhone, iPad, and Android is a dramatic step in enhancing the way our members are able to browse and discover great designs. This is part of our bigger plan to grow from about 3000 unique sku’s on Fab at end of 2011 to tens of thousands by end of 2012.
Put simply, Fab will be the #1 way for people to discover great design.
New features in 2.0 include:
Improved home page and overall navigation, designed to help users more easily discover products.
Fab Shops: Browse products via ‘Shops’ organized around product categories
Browse and discover products by color, shop, and price range
Sarah Lacy’s got a delicious scoop about what’s really driving the growth of Fab, gleaned over an inspiring (and delicious) lunch with me and Bradford this past Monday.
As Sarah notes, the real secret to Fab is that while we do keep track of sales and we do obsess over data when it comes to customer development, we don’t pick the products that go on Fab based on sales data. We choose what goes on Fab based on what we think is going to excite people and make them smile.
I had lunch with the co-founders Monday, and as they described their business I was struck by just how un-Valley the approach was. There’s no real brick-and-mortar analog for what they are building, and no quantifiable data set to determine the objects they pick. They simply look for beauty and color and style.
They drive the selection based more on emotion than data. They refused to make any decisions around what sold well for the first three months of the business, trusting their guts that if they love what they’re selecting, shoppers– or “readers”– will too. That isn’t an etailer. That’s Anna Wintour. “We needed to just let it develop,” says Goldberg. “We wanted people to look forward to opening the email and reading the site, no matter what they bought.”
Added Shellhammer, “We do what a good editor does. We take stuff and put it together in a way that creates something new.” They’re selling a lifestyle that cuts across categories.
Fab moves beyond email. Direct traffic - especially mobile - on the rise ... and Pinterest
Over the past few weeks we’ve seen a dramatic shift in how people get to Fab.
Just 2 months ago — as recent as November 2011 — nearly 50% of Fab’s traffic came via our daily emails to our members.
Fab Visits November
In January 2012 we saw direct visits overtake email-driven visits for the first time.
We believe that the rise in direct traffic is because of 3 reasons:
Mobile visits now account for nearly 1/3 of all visits.
More and more people are just typing in www.fab.com into their browser at 11am ET / 8am PT each day instead of waiting to click on our emails.
With 2 million members now, growing by 450,000 in January 2012 alone, we’ve reached a bit of a tipping point in general awareness of Fab.
Also notable is the rise of Pinterest as a traffic source for Fab. While still relatively small and accounting for .68% of all visits, Pinterest doubled as a percentage of visits in January and remarkably overtook Twitter links to claim the #7 spot.
"Of course we’re going to win. We’ll win because we really did deliver the best, freshest, most exciting, and most innovative shopping experience in 2011. We’ll win because people know it. They’ve experienced it. It’s real."
We won by focusing on customers, delivering fun, and making people smile.
Hard to believe we’ve only just finished our 7 month of existence.
As we say at Fab, it’s just the beginning. We’re going to keep keeping it real and delivering value to users every day. And, as we do, expect a rapid pace of new features, benefits, products, and innovations from Fab over the next weeks and months.