Israeli fashion brand Alembika launches online store in the US to expand into DTC market

Alembika is a fashion brand founded in 2005 by designers Hagar Alembik -Hasov and Judy Fadlon . It focuses on the mature women's market and mainly focuses on medium and large size series of clothing.

Alembika has been in the US market for nine years and has been very successful in sales in the US, with strong growth momentum. So far, it has dozens of offline retail outlets in the US. Alembika's US distributor Roni Rabl is also a fashion brand from Israel, with more than 500 offline stores in the US. However, Roni Rabl has not yet launched an online sales channel.

Driven by the epidemic, many brands launched their own online stores last year to adapt to new consumption trends. Yael Edlist, founder of Roni Rabl, said that the consumption changes brought about by the epidemic were the main reason why Alembika expanded online and launched its own DTC online store.

Alembika founder Hagar said the launch of the online store in the United States is "a proud and exciting moment for me personally and the entire brand."

It is reported that Alembika's online store is built on Shopify, which provides free shipping and returns in the United States, as well as 14-day returns. Alin Wagner - Rahmi, marketing director of Roni Rabl , said that Alembika's online store will also provide styling video courses, clubs, and artificial intelligence shopping suggestions.

In fact, the DTC model was already very popular overseas before the pandemic. Whether it is a well-known brand or a celebrity brand, the DTC model has become the best way to reach consumers directly. Through DTC sales, brands can bypass middlemen such as e-commerce platforms or offline supermarkets, effectively control sales costs, and maintain brand tone.

DTC is most frequently used in the fashion industry. A classic example is Fenty Beauty, a cosmetics brand founded by singer Rihanna in 2017. With the singer's own high traffic, Fenty Beauty achieved sales of $100 million in the first few weeks.

Later, the high-quality products that were not inferior to or even better than those of other major beauty brands helped Fenty Beauty to attract a large number of potential consumers. Rihanna also used this business to be named the world's richest female singer by Forbes in June 2019. Rihanna's success has led other celebrities to follow suit and launch their own beauty, fashion or food brands.

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