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July 15th, 2013 
Peter Nolan 
(Credit:
Screenshot by Donna Tam/CNET)
With a billion-dollar valuation in its rear-view mirrow, Fab putting something else behind it too. The site — which sells furniture, clothes, and decor — is switching its tack yet again, this time ditching flash sales for a “Following” feature that personalizes what you see on the site and what products are pushed to you.
Starting Monday, Fab is no longer sending daily flash-sales emails, according a post on the blog of founder and Chief Executive Jason Goldberg.
Instead, Fab is telling users to follow departments of interest, with deeper specifications to follow, such as following designers or specific subcategories. Fab will personalize what you see on the site based on what you follow and will send you notifications when your categories have new arrivals, via emails and mobile push notifications.
The changes started to roll out in Europe at 8 a.m. CET and North America at 8 a.m. ET.
Goldberg also promised “many more new features hit the Fab mobile apps for iPhone,
iPad, and
Android soon.”
Fab.com started as a social network for the gay community but switched to a design-focused flash-sale site in 2011, quickly picking up millions of members along the way. The new “Following” strategy keeps it in touch with roots in social networks, which still drive a ton of its traffic and set the site apart from the likes of Amazon.
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