Fab redesigns iPad app, optimizes for iPhone 5

About a third of Fab’s sales currently come from mobile, as well as 33 percent of its daily visits, but the design-centric shopping site said it’s gearing up for a time in the not-so-distant future when mobile shopping contributes a full half of the company’s revenue.

To that end, the New York-based startup on Thursday is rolling out a redesigned iPad app, as well as an optimized app for the Phone 5.

The company just launched an upgraded smartphone app in July (and at that time said mobile contributed 30 to 40 percent of daily visits), but in a blog post, CEO and founder Jason Goldberg said the latest update “reimagined what mobile shopping could be.”

Instead of just mirroring the iPhone app, the new iPad app includes a new navigation panel, a new browse bar and an interface design that takes advantage of the iPad’s bigger screen.

The company also said it optimized the smartphone app for the iPhone 5 and for the first time has made the apps available to shoppers in 24 countries across Europe in English and German languages.

Fab, which currently has more than 7.5 million members worldwide and 600 employees, has previously talked about its commitment to mobile. In a blog post last month, Goldberg wrote that, to date, its mobile apps have  “mostly been just smaller versions of our website” and said an overhauled iPad app was on the way.

In that post, he also provided additional information about iPad conversion rates (earlier this year, my colleague Ryan Kim wrote about how powerful the iPad has been for Fab). Goldberg said 6 percent to 7 percent of all Fab iPad visits result in a purchase and that, on average, they buy more than two items per order.