Franchising Today - Summer 2016 - 40

FAB'RIK

REACHING OUT
In addition to serving as CEO of fab'rik, Dana Spinola is the founder of free
fab'rik, a nonprofit organization that provides free shopping sprees for
young women in need. "Our free shopping sprees are a chance for girls
in need to experience the thrill of boutique shopping, but without the
pressure of price tags," she says. "With our mobile boutique, we take these
sprees right to their doorsteps at shelters, foster homes and safe houses.
While clothing is the catalyst, the purpose is to restore dignity, confidence
and hope to ladies who have lost theirs."
The clothes distributed by the organization are donated by fab'rik customers as well as the company's vendors and designers. "I'm always blown
away by the amount of donations from our customers and the volunteers
who show up so faithfully each week." Spinola says. "This really brings us
full circle in our mission - and shows why we believe that clothing really can
have a huge impact on someone's life."

see translating to fab'rik, because I didn't know how we
could keep the culture of the store if we franchised."
Spinola changed her mind about franchising after she
started researching franchising agreements.
"I realized that you could basically write your own
rules," she says. "I wanted to implement what truly

40

franchising-today.com

SUMMER 2016

makes us special into our franchise agreement and our
operating manual."
The first fab'rik franchises opened in 2006. Today
there are a total of 40 stores, 35 of which are franchisee
owned. The majority of the stores and are in the southeastern United States, with locations in other parts of the
country including in Austin, Texas, and Denver. Eight to
10 new locations are anticipated to open in 2016.
"When we open in new cities, it's usually next to a highend boutique, and boutique shoppers really love our
store, because we offer the high-end experience they're
used to, but because of our prices, they can shop with
us more frequently and what they would call guilt-free
shopping," Spinola adds.
The company carries major designers as well as its own
label, Asher. "Our designer follows the trends and listens
to what our customers want," she says. "Its tailored to our
customer and because we only sell in our stores, we can be
sure no other store in the world will have these styles."
Fab'rik franchisees are women who not only are fab'rik
customers, but like Spinola, dreamed of owning their
own boutique or getting involved in the fashion world.
"There's often tears of joy when we sign new franchisees," Spinola adds. "This was my dream, and now I'm
helping women who wanted to open their own boutique
but may not have known how to do it or may have simply
been too afraid to do it."
Spinola and the fab'rik corporate team work side by
side with franchisees from the moment they sign on. New
franchisees have store tours, home studies and meet every member of the corporate team who will be supporting them in the years to come. The fab'rik organization
also offers extensive training as well as weekly calls with
its onboarding manager during the early stages of opening a store. The company also helps its franchisees in
merchandising and inventory management, which helps
owners meet fab'rik's goal of high fashion for under $100.
The company recently hired a store liaison who helps
all franchisees fulfill fab'rik's mission of "wowing" its
owners as well. "The liaison's entire job is to work on our
franchise owners' 'Wishlist,'" Spinola says.
fab'rik continues to grow, with plans to open roughly
20 stores per year for the next few years. "So many people
want to be a part of fab'rik, and we look forward to growing our family." Spinola says. "I believe more in quality
than quantity, but our growth helps everyone here. The
brand recognition we've achieved has been incredible for
everyone in our organization."


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Table of Contents for the Digital Edition of Franchising Today - Summer 2016

Contents
Franchising Today - Summer 2016 - Cover1
Franchising Today - Summer 2016 - Cover2
Franchising Today - Summer 2016 - 1
Franchising Today - Summer 2016 - Contents
Franchising Today - Summer 2016 - 3
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Franchising Today - Summer 2016 - Cover3
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