Design and lifestyle retailer Fab has opened its first brick-and-mortar store in Hamburg, Germany. The new store, which lets customers design their own furniture, is just one of the company’s major undertakings as part of its big move from being a flash sales website to ‘the world’s #1 design store,’ as announced by the brand’s founder and CEO Jason Goldberg in a blog post.
Aside from the new offline store, Fab has also acquired German startup MassivKonzept, which customizes furniture and is now being relaunched as Fab Designed by You.
Fab also redesigned and relaunched its website, which will now carry three new types of products by the brand: a line of items designed by in-house called Products Designed by Fab; products by other designers or Products Found by Fab; and Fab’s collaborations with other designers, called Design Collaborations.
The company has also announced its expansion into France, which, according to Goldberg, will give them 99% coverage into the European Union.
Fab first went live in 2011 as a social network, but eventually moved into becoming a design and lifestyle site by 2012.
Watch this video of the brand’s change in direction.