Instead of relying on selling overstocked inventory, a risky model with often thin profit margins, Fab has been growing steadily and building its own supply chain, offering both flash sales and a consistently available line of products. "We found that people weren’t coming to Fab with the perception of getting a deal," CEO Jason Goldberg tells Wired, "so we saw an opportunity to build a long-term brand." He insists that physical Fab stores, likely starting with an NYC flagship next year, would "reinvent the entire retail experience." Physical versions of online stores are becoming increasingly common, with both general businesses like eyewear seller Warby Parker and more niche companies like Makerbot opening permanent retail outlets.