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10/29/2020

Fabletics expansion includes more stores, deal with rowing machine company

Marianne Wilson
Editor-in-Chief
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The pandemic isn’t stopping Fabletics.

The athleticwear fashion brand has entered into a partnership with Hydrow, the rowing machine company that, similar to Peloton, offers live and on-demand in-home athlete-led workouts. 

The partnership goes live on Nov. 4, with the launch of a dedicated Hydrow experience on Fabletics.com and Hydrow pop-up shops in select Fabletics stores nationwide. The pop-ups will offer shoppers the opportunity to try out Hydrow. (Unlike Peloton, Hydrow, whose rowing unit is priced a bit under $2,300, does not operate stores.) In addition to the pop-ups, the rowing unit will also be for sale in all new Fabletics stores going forward. 

Fabletics members (refers to the two million customers that opt-in to a monthly purchase program) will be able to purchase a Hydrow at special pricing, plus an exclusive accessories and gear package. Hydrow is also creating unique content and fitness milestone rewards specifically for the Fabletics members. 

As part of the partnership, Fabletics will serve as Hydrow’s official apparel partner, designing and producing all Hydrow apparel. Hydrow’s trainers will exclusively wear Fabletics in all of Hydrow’s workouts. 

“We know that 73% of our two million VIP members are working out more than three times per week, and that they love trying something new,” said Adam Goldenberg, co-founder and co-CEO, TechStyle Fashion Group, parent company of Fabletics. “With Hydrow, we are bringing them the best workout they can get in 20 minutes – demonstrably more effective than cycling or running.”

Fabletics currently has 51 stores across the country. In a report by WWD, Goldenberg he has been signing leases for new stores and expects the brand will have 100 stores within the next couple of years.

“We’re completely on track [with business projections] if not a little ahead of where we’d thought we’d be,” Goldenberg told WWD. 

“Hydrow is committed to breaking barriers in rowing and making the sport accessible to everyone. Our partnership with Fabletics will help us continue to advance our mission,” commented Bruce Smith, CEO of Hydrow. “By collaborating with Fabletics’ loyal and expansive community, we will be able to bring the Hydrow experience to millions of people who are in search of a workout that not only pushes their body, but focuses their mind. We look forward to this meaningful partnership with Fabletics and to bringing them on board as our exclusive apparel partner.”

The Fabletics x Hydrow partnership goes live with the launch of a dedicated Hydrow experience on Fabletics.com and in-store Hydrow pop-up shops in seven Fabletics retail locations across the country on Nov. 4. The pop-ups will offer Fabletics members and guests the opportunity to experience Hydrow’s immersive concept and unmatched workout performance via demonstrations with Hydrow experts.

Hydrow’s patented immersive technology and 22-inch HD screen allow users to travel the world, no passport required. Hydrow users get the feel of being right on the river as they are transported from their living rooms to waterways around the globe. This unique immersive experience is coupled with game-changing workout performance – Hydrow users receive an unsurpassed full-body workout, in half the time as other cardio machines.

Fabletics x Hydrow will celebrate their new partnership throughout the quarter with a series of surprise-and-delight moments, which will include social media giveaways, special online events, retail activations, and more.

The Fabletics x Hydrow exclusive deal is available to Fabletics VIP members in-store and online at Fabletics.com, with connected fitness pop-ups at Fabletics stores in Bellevue Square in Bellevue, Wash.; Domain Northside in Austin, Texas; St. Johns Town Center in Jacksonville, Fla.; Stoneridge Shopping Center in Pleasanton, Calif.; King of Prussia, Pa.; Natick Mall in Natick, Mass.; and American Dream in East Rutherford, N.J.