FitFlop links with Adyen "to transform its digital consumer journeys"

By

Nigel TAYLOR

Published
May 5, 2023

Expanding wellness footwear and apparel brand FitFlop has partnered with Adyen’s technology platform “to transform its digital consumer journey” across web, mobile, and in-store activities”.

The key aims are to improve consumer experience “by adopting a streamlined approach to global payments and support FitFlop as it scales its digital operations globally”.

The strategic partnership aims to fulfil FitFlop’s global reach and the ability to accept key local payment methods as the brand grows internationally while adding “the highest level of data security, and a reduced risk of payment fraud”.

COO Gordon Knox said: “As the physical and digital world of retail continues to evolve, we want to ensure an exceptional experience for our customers wherever they are purchasing. Through Adyen’s technology, we are able to harness data, which is fundamental as we scale our operations and streamline our channels to deliver on our digital ambitions.”

Last month, Fitflop secured an extra $30 million in credit from Aurelius Finance Co to support its long-term growth.

In the last 12 months, London-founded FitFlop, described as a “maverick wellness footwear company”, has entered a significant number of new wholesale partnerships across EMEAI and the US, taking its door count to over 5,700.