In December of 2010, Fabulis, a social network for gay men turned into Fab.com, a daily deals site for gay men. Then, this spring, Jason Goldberg, Fab’s CEO turned the ship in yet another direction, dropping its niche demographic to become a top destination for quality designed objects at below retail prices.

With a little help from viral promotions, Demi Moore, Ashton Kutcher, and the New York City venture community, Fab has been hotter than hot. Since launching in June, it’s on target to hit over $20 million in revenue by the end of the year. Fab announced that after just 115 days since launch, it had processed 100,000 orders containing 200,000 items. Since then, Fab has crossed its 750,000 user milestone, adding more than 30,000 new members per week, half of whom are coming virally via share links via Twitter, Facebook, and Email.

In October, Fab launched its first mobile app for the iPhone, iPad, and Android. In addition to improving the browsing experience for its mobile users, Fab said it expects the introduction of native apps to increase conversion from sales, since currently 18% of traffic to Fab.com comes from mobile devices, all through the mobile web.

Today, Fab.com is launching two holiday shops– “The Best 100 Design Gifts Under $100″ and “Design Holiday Decor.” The gifts included in the Best 100 Design Gifts shop are made up of some of the most popular items featured on Fab throughout the year including eco-friendly Bamboo Bottles, handmade Brooklyn Slate cheese boards, colorful Renova toilet paper and smart Field Notes.

Fab holiday shop 520x355 After an explosive year, Fab.com sets up shops for the holiday season

The full range of products includes furniture to wall decor to home accents, jewelry, unique kitchen appliances, and more – for anyone in your life and all affordably priced. These have all been curated by Fab’s Chief Creative Officer and design guru Bradford Shellhammer and will be available until December 20th, with guaranteed delivery before the holidays.

The Design Holiday Decor shop will offer holiday design that “adds humor and high style to the holidays”. “From neon trees to modern menorahs”, Fab says “everything in the collection is made by top emerging designers”.

Also, check out our recent article on Fab’s new pop up shops: Fab launches online pop-up shops starting with Fast Company.

Featured image: Shutterstock/Kirsty Pargeter