Fabletics, the global activewear brand, announces the appointment of Thomas Fröhlke as its new vice president wholesale Europe. Fröhlke joins Fabletics Europe from renowned retailer Hunter Boot Ltd, where he was previously head of sales international.
Fröhlke brings more than 14 years’ experience in the international fashion retail industry, gained from senior roles at well known brands Canada Goose and Ralph Lauren, as well as his four years spent at Hunter Boots Ltd. During his tenure at Hunter Boot Ltd, Fröhlke led a cross functional sales team of four members and six distributors, resulting in the successful territorial expansion of the brand, as well as increasing sales revenue through new strategic key partners, distributors and elevated digital collaborations.
Fröhlke will assume the new wholesale leadership role at Fabletics Europe from October 2023, where he will build the B2B department, from the brands European headquarters in Berlin, Germany. Under Fröhlke’ direction Fabletics Europe will form new trading partnerships across the region.
Fröhlke commented: “With Fabletics, I am thrilled to be able to accompany such a rapidly growing brand in the activewear category in the move from D2C business to B2B sales and to build this new business area for Europe. With the high brand awareness and the many loyal customers, Fabletics offers great potential for our new trading partners after almost ten years of pure online sales via the Fabletics website in Europe. It’s not just the classics from the Fabletics collections, such as the black Powerhold leggings, that are driving retail demand, but also the celebrity collaborations, such as the recent one with Khlóe Kardashian.”
Mark Ralea, general manager Europe of Fabletics, added: “With brand awareness of more than 50% among women in the UK and based on the success we are seeing with our Fabletics retail store in London, expanding our retail operations in Europe is a logical next step. We are pleased to bring Thomas Fröhlke, an experienced manager, on board who, with his extensive experience, can bring the Fabletics brand to life for even more customers in collaborations with outstanding retail destinations in European cities.”
