It's hardly a surprise that TechStyle Fashion Group, which has four online shoe and clothing brands, is a big believer in ecommerce for women's fashion.

In fact, Adam Goldenberg, TechStyle's co-CEO, told the Shop.org Conference in Los Angeles that it operates with a "fundamental belief that, today, brands should be built online."

Yet, in the last two years, TechStyle has opened 22 brick-and-mortar stores for its most successful brand – namely, Fabletics, a women's activewear line it co-founded with actress/fitness guru Kate Hudson.

Goldenberg explained the apparent contradiction by referencing the marketing role that TechStyle sees for retail in its ecommerce-focused business. "We chose to use retail not as a way to acquire new customers," he said, "but to increase the lifetime value of the customers we already had."

Adam Goldenberg