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Activewear brand in store expansion mode


Fabletics, the athleisure brand co-founded by actress Kate Hudson in 2013, continues to expand in the physical space.

The e-commerce retailer, which opened its first brick-and-mortar outpost in 2015, plans to open 12 stores in 2017, giving it a total of 30 locations throughout the continental United States in just 23 months.

The new stores, opened in close partnership with mall developers, including Simon, Westfield, and Macerich, will average just over 2,200 sq. ft., and open before fall 2017. The first opening will take place in Frisco, Texas in March 2017, followed by Indianapolis, Indiana; Lexington, Kentucky; Schaumburg, Illinois; Boulder, Colorado; and Portland, Oregon in second quarter 2017.

Beginning in July 2017, additional Fabletics stores will open in Scottsdale, Arizona; Cerritos, San Jose, San Francisco and San Diego, California; and Paramus, New Jersey.

“Our inspiration for the store was clear and simple – we aimed to bring a hint of the active lifestyle elements that shape our customers lives inside while keeping the main focus on our amazing product offering and delivering a seamless customer experience. Less is more,” said Dustin Netral, senior VP of operations for Fabletics. “Ultimately, the store was designed to enhance our overall brand experience, inviting customers in to touch, feel and see the high quality fabrications, latest innovations and newest designs, while making it as easy as possible for them to shop the way they like.”

Fabletics stores combine the best of the online and physical worlds, with mobile points of sale, free shipping from warehouses for out-of-stock items, in-store fitting appointments, and a buy-online and pick-up in store service.

In addition, customers can take advantage of a virtual shopping cart to help them complete their shopping online at home and review their in-store purchases on the company’s website. They can also sign up for the company’s VIP membership (subscription) program.

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