November 29, 2011, 2:22 PM

Designed to inspire

Fab.com expects to surpass $10 million in web sales in its first year and has secured more than 700,000 members and 110,000 orders since its launch in June 2011.

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The giant images, sleek look and no-nonsense navigation on the new flash-sale site for design-inspired items matches the retailer’s ethos of an e-commerce site focused on inspiration. “Everything is about getting out of the way of the user,” says Fab.com founder Jason Goldberg. “It’s very visual in terms of the browsing experience, and there are very few words on the page.” The retailer sells products in categories such as home furnishings, kitchen supplies and men and women’s accessories that reflect innovative design, from bright pink toilet paper to multi-colored water bottles. It’s struck a chord, as Fab.com expects to surpass $10 million in web sales in its first year and has secured more than 700,000 members and 110,000 orders since its launch in June 2011, Goldberg says.

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