Q&A: Bradford Shellhammer
When I heard that Fab.com, a flourishing e-commerce site that recently reached the 2 million mark in membership and that this month, the site is introducing five new vertical shops, I wanted to get a peek behind the scenes. So I went to Bradford Shellhammer, co-founder with Jason Goldberg, the business genius behind the success story of Fab.com, a site known for its “daily deals” program of special offers, selling good design at rather favorable prices. Bradford, a Parsons grad with an unerring eye for design excellence, is key to keeping the site’s design standards high. As Goldberg told Entrepreneur last October, “We’ve carved out a very large but unique niche for ourselves. Design is a horizontal market, not vertical. Design crosses multiple categories…We consider ourselves a design inspiration business.” Bradford completed the thought in Entrepreneur: “Bad design gets under your skin. People who love design want to better the whole world through design. Everyone’s a tastemaker. Everyone’s an artist. Once you make the decision to embrace design, it’s hard to go back.” Last month Fab acquired FashionStake whose co-founder Vivian Wang is now Fab.com’s lead fashion buyer. Considering that Fab.com went live on June 2011 (rebranded from Fubulis in April of that year), and is known for hiring some of the most talented designers, buyers, and people with other skills in a still sluggish job market, I was eager to ask Bradford to talk about their new areas of business, design, and phenomenal success in a relatively new field.
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