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In an interview with FashionUnitedGerrit Müller, president international of TechStyle Fashion Group, owner of Fabletics, sat down to discuss the latter brand's ideas for European expansion after establishing a London store.


When asked why physical retail is so important for the Fabletics brand, Müller said, "Fabletics is continuing to double down on stores and expand our investment in brick and mortar retail. We are continuing to evolve our omnichannel offerings to create efficiencies and seamless experiences from in-store to online. All locations are equipped with our proprietary OmniSuite technology that allows Fabletics VIP members to seamlessly enjoy their online benefits and perks at any of the brand’s retail locations, and the patent-pending OmniShop fitting room technology that digitizes the entire experience enabling a simple try-on process and communication with retail associates via the tap of an in-fitting room iPad. As a digitally native company, all our retail stores enhance the customer experience by providing shoppers with the opportunity to touch, feel and engage with products, while utilizing technological enhancements to complete the experience."


Müller was then asked if the brand is planning any other UK/Europe locations, to which he said, "In addition to the store on Regent Street, we have also opened up a store in Berlin, Germany which is the second-largest market for Fabletics in Europe. By the end of 2021, we will be operating a fleet of 72 retail stores of which 70 are in the United States. Our goal is to follow a similar expansion trajectory for Europe."

Müller was then asked if Fabletics is planning on launching any other types of apparel, having just launched menswear and loungewear. "We are currently really focussed on the expansion of men’s, as a completely new target audience, as well as expanding our categories through offerings like loungewear. The loungewear market is estimated to be worth 9.98 billion US dollars by 2027 according to a recent research report by Market Research Future, providing Fabletics with a massive opportunity for growth. In 2022, we are staying laser-focused on ensuring that these expansions continue delivering the success we have seen in 2021," said Müller.


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When asked if Brexit has had any impact on the Fabletics brand in anyway, Müller said, "Fortunately, Brexit has had no impact on the customer-facing side of the Fabletics business. The UK continues to be our strongest market in Europe, and we have seen growth continue pre and post Brexit. From a business efficiency perspective, Brexit has been challenging as customs and shipping processes have become a lot more complex. At Fabletics, we have been able to overcome the challenge and even turn it into a customer experience improvement by opening up our second European warehouse outside of London. This not only enabled us to react to the new post-Brexit world but had the added benefit that shipping times to customers decreased significantly leading to even happier VIP members."

Information originally sourced from FashionUnited.