Carbon38, an e-commerce destination for performance wear, wants a big international presence and has partnered with Flow, a company that enables cross-border commerce, to meet the objective.

Flow’s e-commerce platform eases the logistics of cross-border e-commerce and “localizes” the shopping experience for consumers. The firm’s cross-border e-commerce platform is geared to alleviate the “pain points” retailers encounter with international e-commerce, such as integrating with shipping carriers and payment methods, and the frustrations customers have dealing with currency conversions and the often unexpected costs associated with tariffs, taxes and shipping, so the experience can be more like shopping with a domestic retailer or brand.

Flow, founded in December 2016, has been steadily bringing on board global brands. The firm utilizes artificial intelligence and localization technology that will allow Carbon38’s customers to feel as if they are shopping with a local retailer, regardless of where they are in the world.

Rob Keve, cofounder and chief executive officer of Flow, said Carbon38 has “a large and devoted following in both the fashion and fitness worlds.”

Joseph Littlefield, vice president of operations for Carbon38, said Flow will create “a more seamless and customized approach across the globe from the United Kingdom to China and everywhere in between.” Carbon38 sells its own proprietary label as well as contemporary brands. The company said it “aims to push and blur the boundaries between functional activewear and progressive street style, licensing women to be bold.”

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