FitFlop - Decision to branch into athleisure footwear

EDITIONS, curated by EDITED, is a speaker series for the retail and fashion community. EDITIONS takes place in NYC, London and soon to be LA. This September, we spoke to Silva Hrabar (Head of Merchandising at FitFlop), Anjhe Mules (Founder of Lucas Hugh), Harry Boughton (Sportswear Buyer at John Lewis) and Joan Murphy (Co-Founder of Frame) about the current and future state of activewear. Discussions were moderated by Gabrielle Hase (CEO of Soleberry Advisory). In this EDITIONS video collection, we highlight some of the key insights and learnings from our wonderful speakers. Question - Why did FitFlop decide to branch out into athleisure footwear? Answered by Silva Hrabar, Head of Merchandising at FitFlop. Learn more about EDITED at https://edited.com/