In an attempt to set the tone for a new, restructured, and a hopefully one day resurrected Fab, CEO Jason Goldberg has sent around a memo that is less rally-the-troops and more “you’re lucky to be here.” Titled “It’s a fucking startup. Why are you here?" the note, also posted on his personal website, continues to remind his employees that they could, very realistically, lose their jobs.
If you ask employees when they started to notice that something was wrong at Fab, they will usually mention the bike locks. The bright orange locks appeared suddenly, affixed to the office doors of senior executives. “This was a company that prided itself on openness,” says one former staffer. “You could go in and talk with the founders about anything. And then suddenly it felt like they didn’t even trust us not to steal off their desks.”
Fab.com,the fastest growing e-commerce site on the web, wants to develop original products, and is asking designers and students to submit their ideas.
Despite Fab’s ongoing success as a third-party retailer, the company is looking to pivot once again, away from the flash sale model and toward developing Fab as a design brand. The ultimate goal, according to co-founder Bradford Shellhammer, is to become “the world’s alternative to Amazon and Wal-Mart.”