Fabletics shows clear optimism towards brick-and-mortar growth with a recent initiative to expand their footprint. The athleisure brand announced that they will open 24 new stores across the US this year as part of a retail expansion strategy to grow their brick-and-mortar presence. Fabletics hopes to have 74 total locations by the end of 2021.
The company experienced robust growth throughout 2020 and believes that adding physical stores will provide more personalized experiences for consumers.
“We feel great about the return of retail. 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,” said Adam Goldenberg, Chief Executive Officer and Co-Founder at Fabletics.
Fabletics’ expansion plans have already kicked off with the relocation and redesign of stores. New locations will open across the US in various cities, such as Texas, Alabama, California, Virginia, Arizona, and Maryland.
Fabletics started as a direct-to-consumer brand in 2015 with its roots planted in a digital-first atmosphere. Now, the company has ventured into the physical retail space and has made a name for themselves as a true omnichannel brand. Technology continues to stay at the forefront of Fabletics’ approach and will be incorporated in all of their new stores.
OmniShop technology will be used to link online and offline activity and deliver a seamless shopping environment for shoppers and associates. Experiential will also be a key element in new Fabletics stores with connected fitness boutiques, video installations and touchscreen technology throughout.
Fabletics is recognized today as one of the fastest-growing brands in the history of eCommerce. In 2013, Fabletics was founded with a technology-first, data-driven approach and brought to the activewear category a differentiated fashion-house mentality. Motivated by its innovative VIP membership serving over 2 million loyal members, Fabletics delivers a seamless omnichannel experience online and in its state-of-the-art stores equipped with its proprietary OmniShop Point-of-Sale technology. With a growing fleet of retail locations across the U.S., select Fabletics stores also offer connected fitness boutiques, complementing the brand’s fitness and wellness content offering through its on-demand Fabletics FIT app. Fabletics delivers new drops every week in sizes XXS-4X for women and monthly in sizes XS-XXL for men, available in the U.S., Canada, and most of Europe. Experience Fabletics’ full selection of activewear, accessories, shoes, and more at fabletics.com.