Dive Brief:
- Following other direct-to-consumer brands expanding internationally, Bombas is launching in the U.K., the brand said in details emailed to Retail Dive.
- The company will offer its socks, slippers and underwear in singles and packs in various styles for men and women. It’s also offering holiday styles just in time for Christmas gift-giving, according to the email.
- Bombas recently expanded into footwear and now offers gripper slippers and slipper socks for men and women. That comes on top of a move into the underwear space in January.
Dive Insight:
Bombas aims to replicate its success in the U.S. across the pond. Continuing its charitable work overseas, the company plans to kick off its U.K. launch by collaborating with St. Mungo’s, a U.K. nonprofit that helps people without housing.
“The U.K. brings a unique aspect that makes sense for Bombas as a brand — they can build something foundational there, like they did in the U.S.,” the company wrote in its announcement. “They’ve created a movement that is transferable — and they think based on the climate of the U.K., the customers and the community will appreciate it.”
While Bombas originally became known as a sock brand, the DTC brand has since expanded into several new categories, and now offers socks, underwear, T-shirts and slippers. The decision to bring its business to the U.K. follows two category launches this year: slippers and underwear.
As Bombas moves into the U.K., other direct-to-consumer brands are also deepening their presence in the U.S. and abroad. After opening 34 stores and 27 shop-in-shops since the beginning of 2021, lifestyle fashion brand Scotch & Soda announced plans to open 22 new brick-and-mortar stores internationally by the end of 2021. Meanwhile, Fabletics, an activewear brand backed by actress Kate Hudson, opened its first European store in Berlin. Rihanna’s intimates brand, Savage X Fenty, is reportedly opening physical stores in 2022 in the U.S. and is also considering opening locations in Europe.
