Afibel is a french brand that has marked the history of inclusive ready-to-wear fashion. Since its launch in 1954, the brand has specialised in "larger size clothing" retail. Acquired by Damartex group in 2010, Afibel is now present in 8 countries with more than 150 stores.
The elegance of its designs, which are suitable and flattering for all body types, is the "inclusive fashion" brand's focal selling point.
Afibel has witnessed the birth of e-commerce and its ascendance to success as we know it today. Indeed, the brand rose to success in its debut thanks to "catalogue-based sales", which still to this day constitute an important lever of sales for Afibel. However, e-commerce represents an increasingly important growth engine for the brand. 15% of the turnover is now generated through this channel. Offering a significant return on investment, digital is now an integral part of Afibel's marketing strategy.