Fab Announces It’s Pivoting Again, Will Eventually Get This Thing Right

Third time is a charm as they say.

Yep. (Photo: Fab.com)

Yep. (Photo: Fab.com)

Fab.com has made more costume changes than a drag queen. Launched in 2011 as a social network for gay men (name: Fabulis), the company then transformed itself into a flash-sale site selling arty farty tchotchkes. Now, Business Insider suggests, Fab might be gearing up to design its own products.  According to a blog post written by Fab cofounder Jason Goldberg, details of the pivot have not yet been publicly released but it will be “gradual.”

According to Business Insider:

“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,” wrote Mr. Golberg in December.

Business Insider speculates that it’s moving toward an in-house model of designing, making and selling its own products. Bradford Sellhammer, the company’s other cofounder, told Fast Company that it wants to become “the world’s alternative to Amazon and Walmart.”

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

Fab said all will be revealed at a press event on April 29, but signs of its gradual change are seeping out. but signs of its gradual change are seeping out as the company held a design competition earlier this month. The company held a design competition earlier this month, and contestants–who consisted of designers and students–were asked to create product ideas for immediate judging. Winners will have their concepts sold on Fab.

Maybe one concept can be designing a sustainable business model.