In Australian gym culture the word fuark is used to show excitement and energy. It’s also the scream that accompanies that last rep at max weight during a workout. For this reason, when Bruno Verbauwen launched himself to create his own line of clothing designed for fitness, he did not doubt for a moment that this was the ideal way to call his brand. He sold them almost immediately and realized that there was an unattended market for the product he offered, that of the muscular ones known as stringers, which have the thinnest straps and are in high demand by the gym-going public.
Fuark’s story began six years ago. Verbauwen worked as a tennis teacher, but he was not very happy with what he did. For this reason, one day he got up and decided to sew ten muscle tops to take to the gym where he trained and offer them to his acquaintances.
Little by little he increased production and every time he arrived with new products the same thing happened: he sold everything almost immediately. There was a lot of demand and there was an opportunity.
“My mother was a seamstress and I suggested that she work with this. My idea was to target people who always go to the gym. Little by little, and as our clients asked us, we added other products, such as T-shirts with other cuts, shorts, pants lengths and accessories”, says Verbauwen.
To make himself known, he took advantage of social networks. She contacted some instagrammers and sent them clothes to try on. With that she reached a new audience and sales began to explode.
fast fashion
“We have cuts that are different from those of other brands and we think of people who want to show off their physique. In addition, we seek to have a lot of design variety and always have new products. We run short runs and once it runs out we don’t repeat it,” he explains.
Initially Verbauwen was in charge of product development himself. But with the growth of the brand, he had to start delegating. Today there is a team of three people who are in charge of designing each of the garments that carry the brand.
Today the brand is present in more than 70 multi-brand stores throughout the country. In addition, they made alliances with companies that sell complementary products, such as sports supplements and gym machines, to offer the clothes in their stores.
From exportation
But the biggest jump came almost without looking for it. A Uruguayan who had seen Fuark’s products on social networks wanted to become the brand’s representative in Uruguay, Paraguay and Bolivia.
“He contacted us and asked to see how we worked. We were still in a very artisan stage. So, to make him see that we were going to be able to meet the deliveries, I had to ask a friend who had a workshop to let me show it as my own,” he says.
Currently, Fuark sells 3,500 units per week. And they have customers who make up to 15 purchases in a year.
In future plans, Verbauwen hopes to add different styles of clothing and incorporate new fabrics to get out of the weight room. In addition, in a few weeks it will start shipping worldwide from its digital store.
Contact information:
Telephone: 1127697364
Instagram: www.instagram.com/fuarkok
Facebook: FUARK
Web: www.fuark.com.ar
You may also like
by CEDOC
