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Sandra Halliday Published
September 29, 2025
Fabletics has been targeting the UK strongly in recent periods and as the next step, it’s leveraging its UK D2C success and moving into European B2B, naming Thomas Fröhlke as its new Vice-President Wholesale Europe.
He joins from Britain’s Hunter Boot Ltd, where he was previously Head of Sales International.
An experienced sales leader, he’s spent 14 years in the international fashion retail industry, with senior roles at brands such as Canada Goose and Ralph Lauren. He was at Hunter — which was recently acquired by Authentic Brands Group — for four years.
During his time there he 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”.
His new wholesale role at Fabeltcis starts in October and he will “build the B2B department, from the brand’s European headquarters in Berlin, Germany. Under Thomas’s direction Fabletics Europe will form new trading partnerships across the region,” we’re told.
Fröhlke said he’s looking forward to working at the label as it moves “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 10 years of pure online sales via the Fabletics website in Europe”.
The firm’s Europe General Manager Mark Ralea 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.”