This week Fab celebrated their first anniversary (since their pivot, as Fab was not an overnight success on day one).

Their growth has been amazing: 4.75 M members and +100 M in sales in just one year. And it seems like it’s just the beginning as they’ve been successfully conquering mobile users: 30% to 40% of Fab’s daily visits are now via mobile. As mobile is the biggest growth lever that an ecommerce company can have, these figures is a good sign for the future Fab’s sales.

How did they perform so well? Mark Suster would say that they flawlessly executed their business model but I’d go deeper in the reasons and say that their success comes from their core beliefs and the energy they put to broadcast them.

They believe in a vision, in core principles they love to repeat as much as possible. This is even their first statements in their Happy Fabiversary blog post. You can search for each of these belief in their blog to see how often they come back. These values stand at the epicenter of their attitude and drive.

Fab communicates their beliefs with such a passion that we can feel them behind every single line of text in their website, behind every single quote from Jason Goldberg. Their gimmick To Make You Smile underlies all their decisions and choices: Color is very important, color makes people smile. At Fab they have their core principles and they stick to it: We care more about making people smile than making money from them.

Even if one could argue that they do it just for marketing purposes I truly think they do it because they uphold totally their core beliefs. They communicate their vision perfectly and make people adhere to it because they act like passionate leaders.

Choosing core values and placing every single decision the company makes in the perspective of these values is what makes me smile.