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Buy Now becomes Fab Europe – social shopping and mobile added to the mix Written by Linsey Fryatt on 24. September 2012, one of the world’s most popular flash-sale retail sites, has just announced a new “Fab Europe” hub for its operations on the continent. Integrating fully with the North American platform, it will now provide a whole new raft of social shopping features plus full mobile versions over the next couple of weeks.

fab Europe

Previously only operating as, today saw the online retailer launch, a full-blown European site specifically targeted for the EU market. In a mailout to European customers, Fab announced: “A few seconds ago, we expanded Fab in Europe to include all the features and benefits that Fab has seen in the States to make it the leading social shopping platform.”
The move follows’s acquisition of in February of this year – a move which gave the company a tactical entry-point into Europe. Since then, it has acquired Llustre in the UK and has seen its European base grow to a reported two million users over 24 countries.

Social shopping plus mobile versions

Previously running on the Casacanda platform, the new Fab Europe site has been switched to operate fully on Fab’s Social Commerce Platform, meaning that from today it will feature the same social shopping benefits as North America, such as full Facebook integration, a live feed of best-selling items, new product pickers and a reported 500 new features.
Moreover, the move to the full platform signals a new mobile rollout in the coming weeks. European customers are promised iPhone, iPad and Android compatible services within the fortnight.
Fab Europe’s 200-strong team will continue to run out of Berlin. Former Casacanda CEO 23-year-old Roman Kirsch, who became co-founder and CEO, now appears on LinkedIn as Senior Vice President of Continental Europe. Maria Molland took the position of Chief European Officer in July. Kirsch confirmed that the aim is for Fab Europe to contribute more than 30% to global revenues this year.
Earlier this year, Rocket Internet’s Fab copycat Bamarang closed its doors as the company decided to focus its energies on slightly more traditional stylings of Instead, raised a further $105 million, in a round led by Atomico – Skype co-founder Niklas Zennstrom’s international venture firm – in July this year. The deal valued the company at between $600 million and $700 million and brings the total invested to $156 million.

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Bamarang closes shop – Samwer Brothers drop Fab clone in favour of West Wing