JustFab Rebrands As TechStyle

Shakespeare wasn’t one to take names overly seriously, famously musing in “Romeo and Juliet:”

“What’s in a name? That which we call a rose

By any other name would smell as sweet.”

But retail names — and the all-important branding that goes with them— are usually rather important to brands trying to remain recognizable to their consumers. Every now and again, however, brands and businesses need to switch horses midstream and get themselves under a modified banner.

Such seems to be the case with TechStyle — the eCommerce brand for women and children formerly known as JustFab. Behind the new branding is the desire on the firm’s part to note that, since its founding, JustFab is more than, well, just JustFab, having grown its retail purview notably.

“Our new corporate identity captures the essence of what JustFab has become — where Fashion Avenue meets Silicon Valley,” Co-CEO Adam Goldenberg said. “We’re thrilled to enter this next phase with TechStyle as our name.”

TechStyle Fashion Group is now the owner and operator of four distinct eCommerce sites — Fabletics, ShoeDazzle, FabKids and its flagship site, JustFab.

The company says it’s on pace to generate $650 million in revenue this year, which would mark a year-over-year increase of 28.7 percent from 2015 when it had $505 million in online sales.