Reebok taps Farfetch to operate its ecommerce platform in Europe

Farfetch has partnered with Reebok to operate its ecommerce operations and wholesale business in Europe.

The luxury fashion platform said it has “replatformed” Reebok’s ecommerce sites in Europe. Reebok’s owner Authentic Brands Group partnered with Farfetch shortly before the acquisition of the footwear brand from Adidas in 2022.

Luxury fashion production and distribution holding company New Guards Group (NGG), owned by Farfetch, will manage the partnership. It has formed a new NGG++ division to operate Reebok and explore opportunities for the holding’s brands.

Cristiano Fagnani, ex-chief marketing officer of NGG, will become the CEO of NGG++. Fagnani has previously led Energy Marketing, Brand Experience and Product Collaborations at Nike, bringing over 20 years of experience.

José Neves, Farfetch founder, chairman and CEO said: “We are delighted to be working with Authentic on such a beloved heritage brand. Reebok has great potential to expand into the luxury space, reigniting its loyal customer base and capturing the imagination of a new luxury global audience.

“Under the astute and energetic guidance of Cristiano and the NGG++ team, we believe this partnership will unlock huge value for the brand and for Farfetch.”


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Todd Krinsky, CEO of Reebok, added: “Since announcing our partnership last year, I’ve been incredibly impressed with the energy, passion and opportunities the NGG and Farfetch teams have already brought to the table.

“Our concept sneakers with Botter x HP that debuted at Paris Fashion Week earlier this year were a great indicator of all that’s to come and we can’t wait to introduce more game-changing collaborations and innovations that will elevate the brand’s legacy and further Reebok’s global appeal.”

Farfetch recorded decreased revenues in its final quarter of 2022 as it shut down its business in Russia following the Kremlin’s invasion of Ukraine and saw slower demand in China due to pandemic-related lockdowns.

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