Spearheading Next-Generation Fashion Expansion
Tech-enabled fashion company, Spread Group, has appointed Frederik Brakel as Chief Commercial Officer (CCO) to drive the direct-to-consumer business to new heights.
With extensive experience in the fashion and luxury industry, including a decade focused on e-commerce and digitization, Brakel will lead Spread Group’s expansion efforts by capitalising on the growing trends of individualization and digitization. One key area of focus will be the expansion of the sustainably produced fashion range, with a particular emphasis on the women’s segment. Additionally, Spread Group aims to prioritise resource-saving made-to-order production, aligning with its commitment to technological advancement.
Brakel’s impressive career path includes significant contributions to Zalando, where he played a pivotal role in its development over eight years. As the former Chief Digital Officer at Central Group Europe, Brakel brings a wealth of expertise to his new role at Spread Group, especially in navigating the dynamic landscape of the fashion industry.
The appeal of working with new products and target groups was a driving factor in Brakel’s decision to join Spread Group. He recognizes the exciting shift in the fashion industry towards on-demand production and heightened individualization. Generations Z and Alpha are key drivers of this transformation, emphasising sustainability, individuality, and improved quality and style.
Consequently, mass-produced goods from fast fashion brands are losing favour, as they often come at the expense of the environment and poor working conditions. In response, Spread Group’s made-to-order production model, manufacturing and shipping products only when demanded, addresses the growing demand for sustainable and truly unique fashion items.
Spread Group, with its technology-driven approach, is at the forefront of the sustainability movement within the industry. The company’s fully digitalized made-to-order business model is perfectly aligned with the macro trends of individualization, digitalization, and sustainability. The company has been successful in manufacturing and distributing one-of-a-kind items while maintaining attractive margins. Continuous investments in technical and digital innovation, coupled with customer-centric production and strategic locations in the USA and Europe, have enabled Spread Group to enhance product quality and expand its offering.
Brakel emphasises the importance of research and development in driving the company’s expansion. The goal is to evolve from “production-on-demand” to “next-generation made-to-order,” while also fostering partnerships with innovation leaders. Brakel’s vision aligns with Spread Group’s commitment to delivering favourite items that customers will cherish and wear repeatedly, whether through customization, curated designs, or the original stylish look.
Amid an industry plagued by overproduction, Brakel believes Spread Group’s digital services and products, produced only after an order is placed, can contribute significantly to fostering conscious consumption. Spread Group CEO Dr. Julian de Grahl recognizes the evolving fashion landscape and affirms the company’s dedication to sustainability, digitalization, and individuality. De Grahl warmly welcomes Brakel to Spread Group, expressing excitement about the future projects they will undertake together. As a customer-centric platform, Spread Group is committed to championing these trends and remaining at the forefront of industry developments.