Rather than operating a direct-only strategy, brands that can combine the strength of direct with third-party channels are best positioned to tackle the challenging trading environment.

Premium brands are increasingly turning to high-end e-tailers rather than their fast-fashion or sport-specific counterparts as these operations promise to protect brand equity, target specific customers, differentiate with unique storytelling and product curation. Read our previous article for more details on the advantages of multi-brand retailers in a crowded DTC market and the growth of online multi-brand bikewear retailers.

Alex Ingildsen, CCO at LTP Group and designer/trend forecaster Chantell Fenton spoke to brands and experts to compile a list of the top 10 online platforms that every sports brand should consider as part of their selling strategy.

Mr Porter

Following in the footsteps of sister site Net-a-Porter, luxury e-tailer Mr Porter launched a dedicated sports platform, dubbed Mr.Porter Sport. The carefully selected edit is split into sub categories from running and training to golf and outdoor, making navigating the offer easier. Mr. Porter also creates engaging editorial content. In addition to offering established labels like Nike, Under Armour and Lululemon, the site also carries the next generation of activewear winners including Castore, District Vision, On and Soar Running.

Browns

The iconic British fashion and luxury goods retailer has become a destination for the finest sportswear and sporting collaborations across both the men and womens market. Browns approach omnichannel retail through the lens of a boutique, offering customers the latest collections from sought-after brands such as Satisfy, Rapha, Byborre, Descente Allterrain and to name a few.

Future Proper

Future Proper caters specifically to the mens market offering a multi-label edit of high-end athletic and technical training apparel, as well as wellness products from around the globe. The retail destination stocks a growing family of boutique activewear brands like Fourlaps, Wolaco, Reigning Champ, Brandblack, and Aeance.

Maats

With a website and a physical store, Maats fuses the best of on-and offline with a community-focused strategy. Aiming to deliver the very best in cycling from a product and expertise perspective, the retailer also offers advice on popular Events & Routes via the website. As well as an impressive own-brand, the retailer showcases a carefully crafted edit from premium brands like MAAP, Isadore Apparel and more.

Matches Fashion

Founded by Ruth and Tom Chapman in 1987, the luxury fashion retailer has acquired a devoted following. The business has transitioned from a bricks-and-mortar operation into a multichannel player, aiming to offer digital consumers the same experience as in-store with access to a team of online stylists available 24/7. The retailer provides a platform for emerging and established labels, carrying brands such as Sease, And Wander, KJUS, 7 Days Active and Ashmei.

Active Kollection

London based, The Active Kollection is an elite fashion forward mens activewear retailer bringing together the best independent brands from the running and bike wear market. A hand-selected collection of the founders favourite performance apparel from premium brands such as Ciele, Doxa, Janji, Saysky and Un-Sanctioned.

Farfetch

The marketplace designed specifically for multi-brand boutiques from around the world to sell their inventories online stocks a large range of products for performance, ski and swim. The retailer has invested heavily in technology with the mission to become the world’s go-to marketplace for high-end fashion, “connecting creators, curators and consumers.” China expansion is also high on the agenda. Farfetch have an impressive customer experience with style advice and product curation. Stocking the latest collections from both emerging sustainable labels and premium brands.

Kith

With a cult following, Kith was established by sneaker expert and industry legend Ronnie Fieg in 2011. The sneakerhead opened his first boutique in Brooklyn, later opening additional stores and creating an online presence to deliver customers a completely unique experience. Kith has grown into one of the world’s most modern and captivating multifunctional lifestyle brands. Kith carries a streetwear focused offer including brands such as Yeezy, Stampd, A-cold-wall*, Alyx Studio, Ambush as well as it’s own-line and the most hyped collabs.

Ssense

Montreal-based luxury and streetwear retailer Ssense has a curated selection of sleek versatile activewear. The retailer blurs the line between high-end, streetwear and activewear by offering brands such as Palm Angels, Vetements, Reebok by Victoria Beckham, Off-White and more.

MyTheresa

Based in Germany, Mytheresa.com launched in 2006 with a curated collection of fashion forward styles, exclusive designer collaborations and capsule collections. The site plays host to a range of premium activewear brands. The latest to join the roster of brand collaborators Marine Serre x Mytheresa recently launched a capsule of activewear and upcycled leather pieces with a sustainable core.

About LTP

LTP is a Danish owned garment manufacturer for +60 premium brands within active sportswear, outdoor, athleisure and sustainable fashion. LTP was established in 1991, and is probably the biggest Sport & Outdoor garment manufacturer in Europe with bluesign & GOTS setups in Lithuania, Belarus, Ukraine and Vietnam

LTP consists of two divisions; LTP Garment and LTP Contract Furniture producing in nine fully-owned factories.

About Chantell Fenton

Chantell is an experienced performance sportswear designer and trend forecaster, with a passion for wellness, technology and function-first design. Chantell has an in-depth knowledge of how to spot and translate the must-have trends and macro shifts for the sports and outdoor industry. For more details visit www.chantellfenton.com