Fashercise moves from digital to physical with Seven Dials debut

E-commerce labels are increasingly seeing the need for a small number of physical shops in order to both sell products and create a buzz around a label in a way that can boost wider e-tail sales.


Fashercise

The latest is Fashercise, the successful activewear e-commerce label whose tagline is "activewear for the stylishly fit" and which is set to launch its first UK store, in London’s Seven Dials. 

The digitally-native brand will be offering a specialist concept store that will open at 46 Monmouth Street this summer in a 650 sq ft space.

The brand, which is led by entrepreneur Alexandra Vanthournout, will stock a range of “inclusive activewear,” with major name Khloe Kardashian’s Good American on the list.

It won’t be the first time the brand has ventured into the physical sphere as it has tested pop-up shops previously, but this will be its very first permanent bricks and mortar site.

And the aim is to make it as experiential and tech-based as possible. The store will use Klarna’s flexible payment system from day one, underlining its new-technology roots. And it will host regular brand takeovers and “primarily be an experiential space for their core brands.”

Sam Bain-Mollison, Head of Retail at the neighbourhood’s premier landlord, Shaftesbury, said: “Fashercise is an on-trend emerging brand, led by a solo female entrepreneur, and is a natural fit for Seven Dials with our existing mix of relevant wellness tenants. For a brand who wants to make their mark with their first flagship store, Seven Dials offers an exciting destination to transition from e-commerce to physical retail, within the heart of London’s West End.”

Vanthournout added that she chose the area “because we wanted an attractive high-footfall location.” And she said the space “will combine the choice of e-commerce with the experience of physical retail and will offer Seven Dials visitors complete brand takeovers, including trunk shows, hosting talks and running clubs with wine at the finish line.”

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