Fab.com is making a pivot from online flash sales to offline retail. The design and lifestyle brand launched its first bricks-and-mortar concept in Hamburg, Germany this week.
The shop, which lets customers design their own furniture, represents Fab's first step in becoming "The World's No. 1 Design Store," as founder and CEO Jason Goldberg explained in a blog post announcing the news. The company has simultaneously relaunched its site, and will begin carrying three exclusive items: Fab products, Designer Collaborations and products discovered by Fab.
Additionally, Fab has acquired the German startup MassivKonzept, an online store that sells customized furniture. That too will get the Fab treatment, and is being relaunched as Fab Designed By You.