JustFab Inc., a women and children’s apparel and accessories subscription conglomerate, is changing its name.

JustFab, No. 79 in the Internet Retailer 2016 Top 500 Guide, has rebranded as TechStyle Fashion Group. The company operates four e-commerce sites, including Fabletics, ShoeDazzle, FabKids and its flagship site, which will remain JustFab. The company says it’s on pace to generate $650 million in revenue this year, which would mark a year-over-year increase of 28.7% from 2015 when it had $505.0 million in online sales, according to data from Top500Guide.com.

“Our new corporate identity captures the essence of what JustFab has become—where Fashion Avenue meets Silicon Valley,” co-CEO Adam Goldenberg says. “We’re thrilled to enter this next phase with TechStyle as our name.”

According to CrunchBase, TechStyle has raised $249 million in six funding rounds.