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Libas aims to sell fashion like FMCG but the market says most brands fail
Business
Published on 24 April 2026
Why most fashion brands never make it to shelves
Libas is trying to change how fashion is bought by pitching its products and distribution model closer to FMCG—fast, repeatable, and widely available. The move is a bet that shoppers will buy clothing in a more habitual way, but the company faces a stubborn reality: most fashion brands struggle to reach scale or retail consistency.
- Libas wants fashion buying to feel like FMCG purchases
- The strategy hinges on distribution and repeat demand
- Most fashion brands fail to build lasting retail presence
- Libas’ bet could reshape how clothing brands go-to-market
Read the full story at The Ken
This summarization was done by Beige for a story published on 
The Ken