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03/18/2021

Fabletics in new retail expansion

Marianne Wilson
Editor-in-Chief
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Fabletics is ramping up its store growth in 2021.

The activewear fashion brand will open 24 stores across the nation in 2021, expanding its brick-and-mortar presence to 74 U.S. locations by year-end. Fabletics kicked off its expansion this month with the relocation and redesign of its location at Mall of America, in Bloomington, Minn.

New stores slated to open in 2021 include locations in Durham, N.C.; The Woodlands, Texas; Birmingham, Ala.; Bethesda, Md; Troy, Mich.; Leawood, Kansas; Roseville, Va.; Tyson’s Corner, Va.; Lone Tree, Col.; Portland, Ore.; Scottsdale, Ariz.; Burlington, Mass.; Fort Worth, Texas; West Des Moines, Iowa; and Richmond, Va. Three stores will open in California, in Rancho Cucamonga; Los Cerritos; and Newport Beach. 

Fabletics was founded online in 2013 with a subscription-based model. The brand, which now counts more than 2 million members, started expanding in brick-and-mortar in 2015. Stores incorporate proprietary technology that elevates the shopping experience and seamlessly links online and offline activity for members and employees. The technology enables sales associates to deliver a personalized touch informed by member preferences through custom handheld POS systems.  

Stores opening this year will include in-store fitness shops as part of Fabletics’ ongoing collaboration with Hydrow, the immersive at-home rowing machine. Trained employees will be on hand to offer in-store demos to shoppers, explain the workout and the perks available to Fabletics’ members. 

Select locations will be equipped with large video installations and touchscreen technology that feature real people wearing Fabletics products, giving customers an idea of fit and functionality. A related interactive tool is being deployed that will allow customers to post their own photos and connect with the Fabletics community through social media.

In addition, select stores will feature “Legging Finder” touchscreens. Using the touchscreens, customers can learn which Fabletics legging styles best suit their needs and preferences.

“We feel great about the return of retail,” said Adam Goldenberg, CEO and co-founder, Fabletics. “Our members have missed the in-store experience and we’ve found they are eager to return. Personalized experiences that make in-store worth the visit are more important than ever and that’s exactly what we’re bringing to new communities this year.”