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Introducing FYFO

FYFO (Fuel Your Fashion Online) was established in 2011 and has quickly emerged as a leading online footwear retailer in the UK. We take pride in offering a diverse range of top footwear brands for men, women, and kids, providing our customers with a comprehensive selection to fuel their fashion desires.

Our Story

Headquartered in the beautiful city of Norwich, we are passionate about building a customer-focused, innovative, and sustainable business. Our commitment to excellence extends to seeking partnerships with brands that can enhance our offerings and provide additional value to our customers.

At FYFO, we are more than just an online retailer. We are a company dedicated to fueling your fashion aspirations while ensuring a seamless shopping experience. With our customer-centric approach, innovative mindset, and commitment to sustainability, we aim to be your go-to destination for all your footwear needs.

Customer Focused

At FYFO, our primary objective is to cater to our customers' needs by offering the right products, at the right time, and at the right price. To achieve this, we invest heavily in research partnerships that allow us to gain a deeper understanding of customer demand. We actively seek feedback, learn from best practices, and constantly strive to optimize our offerings for the future.


Innovation is at the core of our business. As a technology-driven company, we leverage our expertise to develop unique solutions across all aspects of our operations. We are constantly pushing boundaries and finding novel ways to solve real-world problems. Our systems are carefully designed to deliver the best possible customer experience while minimizing any unnecessary workload.


Sustainability is a key principle that guides our actions and decisions. We prioritize building long-term relationships over seeking short-term gains. Our focus is on fostering open, honest, and trustworthy partnerships with all stakeholders. We take full ownership of our actions and hold ourselves accountable. Responsibility is embedded in everything we do, as we strive to create a positive impact on the environment and society as a whole.

Got a question? Get in touch!

Research Driven Retail Ltd
The Enterprise Centre
University Of East Anglia
United Kingdom


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