Bradford Shellhammer

Fab.com has had many identities. The company was originally named Fabulis.com and launched as a gay social network complete with reviews, check-ins and daily deals. It didn't catch on, so founders Jason Goldberg and Bradford Shellhammer decided to kill Fabulis and relaunch as simply Fab. Instead of offering romantic connections, they would sell furniture, decor and quirky items in flash-sale format.