Play station

By Sharon Thiruchelvam 17 : 08 : 2016 Fabled : Marie Claire : Phygital Retail

London – New beauty retailer Fabled combines precision delivery with a phygital flagship store.

The collaboration between style magazine Marie Claire and delivery service Ocado combines their respective beauty editorial and logistical experience
The London flagship store features a phygitally enhanced ‘test and play’ beauty space

Fabled is a new UK premium beauty and wellness retailer that breaks the online versus bricks-and-mortar retail mould. While focused primarily on online consumers, the brand’s flagship Tottenham Court Road store is designed to merge the online and physical worlds, with digital elements linking through to Fabled’s online shop, says design agency gpstudios.

Featuring curated seasonal content from Marie Claire, the store is equipped with digital screens and touchscreen technology that enable customers to learn about, and experiment with, a range of products.

Using Ocado’s expertise, the online store offers one-hour delivery slots seven days a week. Precision delivery is essential to Fabled, in order to match ‘the fast-paced lives of beauty-savvy women everywhere – so no more waiting around for your next beauty fix’, says Marie Claire publishing director Justine Southall.

The Big Picture

Endless aisles offer the full extent of e-commerce inventories in-store. To learn more about this and other aspects of retail’s new phygital reality, read our Retail Market 2016 report.