How Apricot scaled to 14 countries with a powerful marketplace strategy
Apricot started as a single London boutique in 2007. Today, it's a global multi-channel fashion label with over 1,200 outlets worldwide. As the brand entered the marketplace landscape for the first time, Tradebyte became its key partner in building a scalable, data-driven approach.
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169% GROWTH
FROM 2023 TO 2024
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6 MARKETPLACES
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14 COUNTRIES
THE STORY
As Apricot expanded internationally, marketplaces marked the next major milestone in its growth strategy. With a robust retail footprint and surging online presence, the brand aimed to unlock new customer segments and boost revenue across Europe. To do so efficiently and sustainably, Apricot recognised the importance of partnering with an integrator like us who could support their entry into multiple marketplaces and help them scale with confidence. In our exclusive video interview, Jo Bray, Head of Merchandising, explores how our partnership became the engine for Apricot’s rapid European scaling.
THE CHALLENGEs
Entering marketplaces brought both excitement and uncertainty. With no prior marketplace presence, Apricot navigated complex processes, technical requirements, and unfamiliar demands. The brand needed a user-friendly solution offering clear visibility into shopper behavior, delivery performance, and product insights, plus expert guidance to reach multiple channels and lay the groundwork for sustainable growth.
THE STRATEGY
To expand their market presence effectively, Apricot set out to find a strong industry partner – one with deep expertise and proven success in fashion marketplace integrations. Identifying the value of a middleware provider early on, Apricot chose us at Tradebyte as the ideal partner, backed by 15+ years of experience in the apparel sector.
Together, we defined a clear and targeted strategy: improve brand visibility in key regions, prioritise Germany as the first launch market, and gradually extend into additional European countries. By identifying the most relevant marketplaces and aligning on a structured roadmap, we established an efficient and scalable setup that supported Apricot’s goals from day one.
THE results
The impact of the collaboration became visible quickly. Since going live with Tradebyte in July 2022, Apricot has achieved 169% growth from 2023 to 2024, supported by a strong marketplace foundation and continuous optimisation. Today, the brand is live on six marketplaces across 14 European countries, extending its reach and strengthening its position in the European fashion landscape.
Jo Bray
Head of Merchandising
We believe Tradebyte to be an extension of our own brand, powering our marketplace success across Europe.
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