January 31, 2012, 4:17 PM

Fab.com has a new look

The flash sale e-retailer redesigned its site with an eye to expanding selection.

Stefany Moore

Associate Director of Research

Lead Photo

Fab.com's redesigned site offers several navigation options.

Flash sale e-retailer Fab.com has redesigned its web site with an eye to expanding its product offerings while seeking to maintain the feel of a curated shopping experience.

“We have ambitions to grow from 3,500 products live on Fab at a time to tens of thousands, but without losing the excitement and discovery that Fab has become known for,” wrote CEO Jason Goldberg in a blog post.

The more items that a retailer sells, the more important navigation becomes. That’s why the revamped site has a drop-down navigation menu that allows shoppers to search by its 24 product categories, as well as price and color. The old design only enabled a consumer to shop by brand. Also, a scrolling navigation bar shows Fab’s Featured Shops, presenting large images that highlight categories such as Tabletop, Foodie or Books & Media.

Fostering social sharing is another key element in the new site’s look. The retailer, which launched in June, says it has roughly two million members, about 400,000 of whom joined in the last month and double the number of members the site had at the start of November. Much of that rapid growth stemmed from the retailer’s social sharing and loyalty programs, the retailer says, as members are given credits when they persuade friends to join the site.

“We're seeing a high volume of members invite their friends and share their design inspirations on our Inspiration Wall,” Goldberg says. Fab.com’s Inspiration Wall is a portion of the site where members can share and comment on photos or pieces of art. “This has led to unprecedented social buzz about Fab and is the driving force behind more than 50% of our members joining via social links.”

Mobile is also increasingly important for Fab.com, which is why it plans to add the Featured Shops navigation format this week. Mobile traffic and sales have increased, as about 16% of members have downloaded one of its mobile apps. 96% of Fab’s mobile orders and revenue comes from Apple devices, Goldberg says.

The retailer also plans to expand into Canada within days and Europe shortly thereafter. Fab.com would not discuss specific timetables or particular countries it plans to expand to in Europe, but Goldberg says he and his partner were in Germany, Belgium and France two weeks ago putting teams together for the launch.

Goldberg will speak at the Internet Retailer Conference & Exhibition 2012 in June in Chicago in a session titled “Going social from day one: How a start-up online retailer gained 1 million members through social marketing.”

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