18 months of fab

18 Months Of Fab

Sunday, December 30, 12

This Presentation is Designed To Help Fab’s Employees (Current + Future), Partners, &

Customers Get To Know Us Better.


What We’ve DoneHow We Do It

Where We’re Going


We Launched Fab in June 2011.


With A Goal ToBuild A Meaningful Business

Around Everyday Design.


We Set Out To (Re)Define “Design”As Colorful, Modern, Fun, Functional Products

Across All Categories & Price Points.


18 Months Later.


Fab Has 10 Million Members.


Fab Sells In 26 Countries.


4,320,000 Products Sold.


That’s 5.4 Products Sold Per Minute.


17 Products Sold Per Minute During Holidays 2012.


33% Of Sales Via Mobile.


56% Of Sales On Christmas Day Via Mobile.


2/3 Of Daily Sales From Repeat Customers.


Achieved Several $1M Sales Days in 2012.


Grew Total Sales By 600% In 2012 vs. 2011.


Grew Q4 Sales By 400% In 2012 vs. 2011.


30% of Q4 2012 Sales Outside the U.S.


Despite Just Launching Outside the U.S. in Feb 2012.


We’ve Worked With 7500 Designers.


Providing Them An Unparalleled Platform To Show Off (And Sell) Their Designs.


And Helping Them GrowTheir Businesses.


We Proved That You Can Sell Art Online.More Than 10% Of Our Sales Is Art.


We Proved That You Can Sell Jewelry Online.More Than 10% Of Our Sales Is Jewelry.


We Made A Market For Graphic, Quirky, Indy & Emerging Fashion & Accessory Labels,

Amounting to 20% Of Our Sales.


We Became The Leading Online Design Home Store.

50% Of Our Sales Are Home Products.


At The End Of 2011 We Had 2000 Products On Fab.


At The End Of 2012 We Had 15,000 Products On Fab.


That Makes Us The World’s Largest Design Store. Period.


We Now Have 33% More Products On Fab Than IKEA Sells.


And We’re Not Afraid To Sell Anything.


And Everything.


So Long As It Is Fab.



Where We’re Going


We’re Guided By A Simple Motto:Smile, You’re Designed To.


It’s More Than Just A Tagline.It’s The Way We Work.


Every Decision We Make Comes Down To One Simple Question:

Will It Make Our Customers Smile?


Our Merchandising Philosophy:If We Love It, We’ll Put It On Fab.


Even If We Don’t Expect It To Sell High Volumes.


We’re Playing The Long Game.Investing In Building A Long Term

Sustainable Business.Sunday, December 30, 12

So We Build All Of Our Technology. Front End. Back End. Mobile. Analytics. WMS. Order

Management. Inventory Management. Alles.


In 2012 We Opened Our Own Fab-Owned & Operated Warehouse In The U.S.


Enabling Us To Now Ship 75% Of Orders Within 2 Hours Of Their Being Placed.


That’s 2 Hours Click-to-Ship On 75% Of Orders vs. 16 Days Last Year.


In 2011 It Took Us 48 Hours To Respond To Emailed Customer Service Inquiries.


We Now Average 15 Minutes Response Time.And We Pride Ourselves In Having Zappos-Level

Customer Service.


At The End Of 2011 We Had 85 Employees.All In New York.


At End of 2012 We Have 600 EmployeesIn Berlin, New York, & Pune.


We’re Proud.


Yet Humble.


In A Word, We’re Authentic. It Is What It Is. In Everything We Do.


We Know We Still Have A Ton To Prove.


In The Grand Scheme Of Things, We’re Still Just Getting Started.

IKEA Has Been Around for 60 Years.Amazon Has Been Around For 18 Years.

Fab At 18 Months Is Just Getting Started.


We Celebrate Our Challenges More Than Our Successes.

That Keeps Us Pushing Forward.


We’re Building A Brand.Building A Brand Is Different Than Building

A Company.Building A Brand Is About Eliciting Emotion.


We are

The Fab Emotion Starts With Our Team And Our Unique Point Of View

And Extends To Everything We Do.Sunday, December 30, 12

As We Grow, The Hardest Thing To Manage Is Culture.


We Believe That Culture Is Created Every Day Through Our Actions & Interactions,

Not Just Through Our Words.


We Want To Keep Fab Fab.That Starts & Stops With The People We Hire And How We Provide The Right Mix Of Fab Direction

And Fab Empowerment.


Fab Direction Is All About Being True To The Brand.

It’s All About The Products.

It’s Not About Us.Keep It Simple. Pixel Perfect.

Get Out Of The Way.


Fab Empowerment Is All About Creativity.Make Mistakes.

Learn From Them.Do It Better Next TimeJust Don’t Fuck It Up.


The Most Important Decisions We Make Are Around Hiring & Promotions.


1 Superstar Team Member Is Worth 2 Average Team Members Combined, And Costs Less.


So We Are Always On The Lookout For Cultivating Superstars And Giving Them

Opportunities To Lead.


Not Everyone Was Meant To Work At Fab.At Least Not Forever.


So, We Have A Rule Of Treating People Great On The Way In,

On The Job, And On The Way Out If It Comes To It.



Where We’re Going


We Have A Huge Vision.


Fab Is Everyday Design.


We Look At Companies Like IKEA & Amazon With Admiration.

We Want To Be The IKEA/Amazon Of Design.


IKEA Makes $30B Per Year In Sales.

So, We Have A Long Way To Go.


And, As For Amazon.

We Aspire To Be As Innovative, As Customer-Centric,

& As Successful As Them.


So, Yes, We Have Set A High Bar.


We Have 6 Point Plan For Building A Long Term Brand &

A Multi-Billion Dollar E-Commerce Business In An Amazon World.


1. Have Personality.


Never. Ever. Lose Our Unique Fab Point Of View.


2. Sell Stuff They Don’t.


We’re Constantly Scouring The Earth For Unique New Design Products.


15% Of Fab’s 2013 Products Will be 100% Exclusive To Fab.


Nearly 90% Of Fab’s Products Are Not Found On Any Other Major Websites.


3. Lead On Mobile.


We’re Rapidly Approaching Parity Between Web Use & Mobile App Use Of Fab


In Anticipation Of Mobile Overtaking Web,We Now Build Mobile-First.


4. Lead On Social.


Most Of Fab’s Customers Come From Social Sharing.


25% Of Fab’s Members Joined From Facebook.


5. Global.


1/3 Of Our Sales Are Already Outside The U.S.Today We Sell in 26 Countries.

24 Of Them Are In Europe.Soon Enough We’ll Be In Even More Regions.


In 2013 We’ll Open Our Own European Warehouse.

So We Can Deliver The Same Operations Excellence We Are Starting To Achieve In The U.S.


6. Be The Best Company To Work For


We’re As Serious About Our People As We Are About Our Big Vision


If We Hire The Best, Most Creative, Most Fab-Passionate People In The World, And Provide The Best Work Environment

For Them To Succeed, There’s No Bounds To What We Can Achieve.

Together.Sunday, December 30, 12

We Are The Hardest Working Bunch Of Misfits In The World.

We Like That.


Here’s To An Even

Better 2013.Sunday, December 30, 12

Smile, You’re Designed To.
