industrybrandretail

Omnichannel for Athleisure: What Fenwick x Selected Teaches Active Brands About Blending Online and In-Store

UUnknown

2026-02-24

11 min read

Learn how Fenwick x Selected’s 2026 omnichannel activation shows activewear brands how to blend in-store experience, fit tech and sustainability to boost conversion.

Hook: Why your size chart, sustainability label and store display aren’t enough — yet

If your customers still hesitate at checkout, return too many sizes, or praise your fabrics but never come back, you’re facing a modern retail problem: fractured experiences across channels. For activewear shoppers who care about fit, breathability and the ethics behind the kit, a clumsy online-offline handoff kills conversion and loyalty faster than a missed squat day.

Fenwick’s 2026 tie-up with Danish label Selected is a timely case study. Their strengthened collaboration—reported by Retail Gazette in January 2026—moves beyond a shop-in-shop to a coordinated omnichannel activation that blends curated in-store moments, digital touchpoints and a sustainability-forward story. For athleisure brands, that model maps directly to the biggest levers for increasing conversion and long-term retention.

Read on for a practical translation of the Fenwick x Selected playbook into actionable omnichannel tactics your activewear brand can implement in 90–180 days, plus a sustainability checklist that aligns product stories with the in-store experience customers now expect in 2026.

What Fenwick x Selected actually did — and why it matters

Fenwick, the established UK department store, deepened its partnership with Selected in an omnichannel activation that prioritised seamless discovery, tactile in-store experiences and consistent messaging across channels. While the Retail Gazette brief covered the initiative at a high level, the move reflects three concrete shifts the smart retailer-brand duos are making in 2026:

Shop-in-shop becomes shop-as-hub: physical space is curated to let customers experience materials and movement rather than just browse racks.
Digital dovetails with the floor: QR-enabled product IDs, buy-online-pickup-in-store (BOPIS) options and staff-augmented digital demos reduce friction.
Sustainability is front-and-centre storytelling: product origins, certifications and care/repair options are part of the in-store narrative.

For active brands, the lesson is simple: omnichannel isn’t an IT project. It’s a customer-experience design challenge that must unify product performance claims, fit confidence and sustainability proof across every touchpoint.

Why this matters for athleisure in 2026

Two recent retail realities make the Fenwick x Selected model urgent for activewear brands in 2026:

Customers expect traceability. Digital product passports and clearer material certifications rolled out across Europe and beyond in late 2025 and early 2026. Shoppers don’t just want to know a garment is recycled—they want the data behind that claim.
Experience drives loyalty. Post-pandemic retail matured: shoppers value movement-led experiences (try-on, classes, repair clinics) as much as convenience. Brands that tie these experiences to digital profiles win repeat purchases and advocacy.

Macro trends shaping omnichannel athleisure

Digital Product Passports and Transparency: regulatory and platform-level requirements mean product history, materials and certifications can—and will—be exposed at the point of sale.
Advanced fit tech: virtual try-on, size recommendation engines and in-store fit kiosks are now mainstream enough for mid-market brands.
Experience commerce: community classes, repair stations, and movement labs increase dwell time and average order value.
Resale & circular options: integrated take-back and resale services are expected by sustainability-minded buyers.
Precision personalization: unified profiles let brands make relevant product, fit and sustainability suggestions across channels.

Translated playbook: Omnichannel tactics activewear brands can implement now

Below are tactical priorities inspired by the Fenwick x Selected activation, written for brands from DTC start-ups to established multisite retailers. Each section includes an actionable checklist so you can begin testing within the next 90 days.

1. Close the availability gap: real-time stock visible everywhere

Customers hate finding a product online only to be told it’s not in-store, or vice versa. Make your availability data authoritative and synchronised.

Implement an Order Management System (OMS) that feeds accurate inventory to web, mobile and POS.
Show local availability on product pages and search results (e.g., "3 in store near you").
Offer BOPIS, reservable try-on and same-day delivery where feasible; measure conversion lift.

Action: Pilot BOPIS on 10 SKUs that sell well online and in-store. Measure uplift in attach rate for complementary items (socks, sports bras, trainers).

2. Remove fit anxiety with integrated fit tech

Fit is the single biggest conversion friction for athleisure. Your omnichannel strategy must reduce returns and increase confidence.

Deploy a size recommendation engine on PDPs that uses purchase history plus self-declared fit (height, body shape, preferred tension).
Equip stores with a quick fit station (body scanner or tablet-based questionnaire) and allow sales associates to push size recommendations to a customer’s phone.
Offer "Try at Home" with free returns, but cap the program with a small refundable deposit to limit abuse.

Action: Run an A/B test where one cohort sees size guidance plus the option to reserve a size in-store; track return rates after 90 days.

3. Make the store an experiential conversion engine

Fenwick x Selected’s approach treats the shop floor as a discovery hub—not just a transaction point. For athleisure, that means movement-based activations that demonstrate product performance.

Create a "movement lab" space for quick demos: short HIIT sessions, yoga flows, gait analysis or trainer-led assessments using your apparel.
Host weekly micro-events tied to product drops—invite local coaches and community members. Convert attendees with exclusive QR codes and limited-time in-store offers.
Partner with fitness studios to cross-promote; use integrated booking links so attendees become part of your CRM with consent.

Action: Schedule a 4-week event series focused on a new fabric technology (e.g., recycled performance knit). Track attendee conversion and follow-up email open rates.

4. Tell the sustainability story where it matters

Shoppers will scan a hangtag, not a 3,000-word CSR report. Make sustainability proof bite-sized, verifiable and actionable.

Use QR tags that open a concise product passport: manufacturing location, percentage of recycled content, certifications (GOTS, Bluesign, GRS, OEKO-TEX), and repair instructions.
Train staff on the meaning and limits of each certification. A knowledgeable associate increases trust and conversion.
Run in-store repair or mending clinics and promote take-back credits redeemable online or in-store.

Action: Create an on-site QR landing page template and apply it to your top 25 SKUs. Measure QR scans and subsequent conversion in analytics.

5. Unified loyalty that spans channels

Reward behaviors that drive omnichannel value: attending events, recycling garments, buying full-price. Move beyond simple discounts to experiential rewards.

Make points redeemable both online and in-store; allow members to book private fitting appointments.
Give bonus points for sustainability actions (e.g., returning a garment for recycling, attending a repair clinic).
Use tiered access to exclusive drops or community classes as a loyalty perk.

Action: Launch a pilot loyalty tier that provides free in-store alteration for members who reach a spend threshold—measure retention after six months.

6. Omnichannel returns and repairs as conversion drivers

Easy returns are table stakes. Integrated repair and alteration services keep products in rotation and extend customer lifetime value.

Allow returns across channels and make the process free for members or above a low threshold.
Offer paid alterations in-store to fix fit issues rather than encouraging returns.
Facilitate trade-in or buy-back for gently used items and resell them with transparency.

Action: Track the percentage of returns converted to alterations. Use that metric to justify in-store tailoring services.

7. Staff as brand ambassadors and performance advisors

The best omnichannel activations are human-centred. Invest in staff who can speak to performance fabrics, fit and sustainability credentials.

Train associates on fit coaching and the science behind fabrics (moisture-wicking, breathability metrics, compression levels).
Provide tablets with scripts and product passports so staff can send product links and offers to customers instantly.
Incentivise consultative sales rather than purely transactional KPIs.

Action: Run a quarterly product masterclass for store staff and measure its effect on conversion for those SKUs.

Tech stack and data architecture: what to prioritise

An effective omnichannel approach requires a lightweight but connected tech stack. Focus on systems that unify data rather than replacing everything at once.

OMS (Order Management System) — core for accurate inventory and fulfilment routing.
PIM (Product Information Management) — single source for materials, certifications and product passports.
POS with CRM integration — to capture in-store behaviour into the same profile as online interactions.
Analytics & experimentation — run hypothesis-driven tests (BOPIS, fit guidance, event incentives) and measure incrementality.

Start with integration priorities: inventory → web/POS → CRM. Once that is stable, layer in fit engines and QR-based product passports.

Measurement framework: what to track first

Use a lean dashboard focused on outcomes, not vanity metrics. Begin with these KPIs:

Conversion rate by channel and SKU
Return rate post-fit guidance vs baseline
In-store to online attach rate (additional products added after a store visit or event)
Customer Lifetime Value (CLTV) for omnichannel shoppers vs single-channel shoppers
QR/product passport engagement and subsequent purchase intent

Mini case playbooks: how different-sized brands can pilot omnichannel

Small DTC brand (1–5 retail pop-ups)

90-day pilot: Apply QR product passports to your top 10 SKUs and host four pop-ups with short movement demos.
Cost-effective tech: Use a lightweight PIM and a simple reservation widget for try-ons.
Goal: Reduce returns and convert 20% of pop-up attendees to repeat buyers within 90 days.

Mid-market brand (10–50 doors)

180-day roadmap: Implement OMS-driven local availability, train staff on sustainability scripts, and launch a loyalty pilot with in-store perks.
Measure the impact of BOPIS and event attendance on attach rate and retention.

Enterprise brand (100+ doors)

Phased roll-out: PIM and OMS integration first, then fit technology and product passports. Run regional experiments before scaling.
Leverage partnerships with retailers (like Fenwick’s model) to test shop-in-shop experiences without the full cost of new stores.

Common pitfalls — and how to avoid them

Pitfall: Deploying technology without training staff. Fix: Pair every tech roll-out with a 30-minute floor masterclass.
Pitfall: Overloading the QR or product passport page. Fix: Prioritise three data points: materials, certification, and care/repair steps.
Pitfall: Treating sustainability as marketing. Fix: Back claims with third-party certifications and a clear repair/resale pathway.

Metrics-driven example: How an omnichannel move can lift value (hypothetical roadmap)

Consider a mid-market athleisure brand that implements three tactics: BOPIS, in-store fit stations and QR product passports. A 6–9 month pilot can yield measurable improvements in conversion and retention if executed thoughtfully:

Month 1–3: Launch BOPIS and QR passports on 50 SKUs. Train staff and measure QR engagement.
Month 4–6: Add fit stations and a small event program. Track changes in return rate and AOV for attendees.
Month 7–9: Integrate loyalty points for recycling and repairs. Compare CLTV for omnichannel members vs baseline.

These staged investments distribute cost while allowing you to measure incremental impact before scaling.

Looking ahead: omnichannel predictions for athleisure beyond 2026

Full product passports will be standard: consumers will routinely check manufacturing details at the point of sale.
Movement-as-marketing: in-store and live-streamed classes will double as product demos and loyalty gates.
Resale integrated at point of purchase: consumers will be offered resale or refurbishment options during checkout.

Final checklist — 10 things to start this month

Publish QR-based product passports for your top 25 SKUs.
Integrate local inventory visibility on product pages.
Set up BOPIS for at least your busiest store.
Run a staff training session on fit tech and sustainability talking points.
Launch a 4-week in-store event series tied to product features.
Enable cross-channel returns with clear policy and label templates.
Pilot a size recommendation engine on a subset of SKUs.
Offer an in-store repair drop with a trade-in credit incentive.
Reward sustainability actions in your loyalty program.
Define your omnichannel KPIs and dashboard (conversion, returns, CLTV).

Closing thoughts

Fenwick x Selected’s strengthened collaboration is a useful mirror for activewear brands. It shows what modern omnichannel looks like in practice: carefully curated physical experiences, digitally verified product claims and a continuous narrative across online and offline touchpoints. For athleisure brands, the prize is clear—reduced returns, higher conversion and loyalty from customers who trust both your fit and your values.

Omnichannel should be seen not as a finish line but as a continuous design problem, one where fabric science, fit certainty and sustainability proof meet human experiences on the shop floor and the smartphone screen.

Ready to take the next step? Start with our 10-point checklist above and run a 90-day pilot focusing on fit and sustainability. If you want a ready-to-use template for QR product passports, staff scripts, and an event planning calendar tailored to activewear, sign up for our omnichannel strategy guide—designed for brands that want to turn in-store moments into lifetime customers.

Unknown

Contributor

Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.