The US activewear brand Fabletics is continuing to expand its stationary presence in German retail. On Thursday, the company announced a new strategic partnership with the SportScheck retail chain, which is part of the Cisalfa Group.
According to Fabletics, the collaboration, which begins in April, includes “in addition to the e-commerce channel, five strategic key locations in Germany: Berlin, Dortmund, Hamburg, Cologne and Stuttgart”. The new SportScheck store in Dortmund, which opened last autumn, will serve as a “flagship location”.
The partnership is “part of a large-scale, Europe-wide expansion strategy” for the label, according to a statement. “After the successful start with partners such as Peek & Cloppenburg, the cooperation with SportScheck marks the next logical step to anchor the brand in physical retail across the board.”
Thomas Fröhlke and Alessia Winkler from the European Fabletics sales team explained the importance of the collaboration: “The partnership with SportScheck is a significant milestone on our European growth path.” they said in a statement. “As we continue to evolve our brand beyond the digital-first model, strategic wholesale collaborations like this are essential to our omnichannel strategy.” SportScheck offers “with its strong retail presence and deep roots in the German sports community the perfect platform to get new consumers excited about Fabletics.”
