Aubade accelerates international expansion with Farfetch launch

French lingerie house Aubade has reached a new milestone in its digital strategy by launching on Farfetch. The global luxury fashion platform now offers the brand's collections in more than 60 countries and territories.

Distribution expanded to over 60 markets

Aubade's partnership with Farfetch enables the brand to expand its distribution network beyond its existing channels. Its collections are now available in the US, Canada, the UK and Switzerland. They are also accessible across numerous markets in Europe, Asia and the Middle East.

“With its arrival on Farfetch, Aubade is taking a significant new step in its international growth strategy,” the brand stated in a press release.

Positioned in the high-end lingerie segment, the house is leveraging the platform's global reach to gain visibility among an international clientele attuned to the luxury sector.

Global brand awareness and preserving positioning

According to the brand, the agreement pursues several objectives. These include strengthening its global brand awareness, reaching new customer bases and creating new commercial opportunities. Aubade specified that this expansion must be achieved without compromising its distinctive identity and premium positioning.

This announcement aligns with a broader industry trend. For mid-sized fashion houses, luxury multi-brand platforms offer rapid access to distant markets. They bypass the investments required to open standalone stores or build e-commerce logistics in each country.

The stakes are particularly high for the lingerie category. Having long relied on department stores and specialist retailers, this sector now leverages digital channels to reach an international clientele. Furthermore, a presence on established platforms allows heritage brands to position themselves against heightened global competition.

However, the partnership will need to address a challenge inherent to marketplaces. It must balance broader exposure with brand image control, which is an essential condition for maintaining a high-end positioning.

This article was partially written with the support of an artificial intelligence tool before being fact-checked, completed and edited by a FashionUnited journalist.