Fabletics to open 24 stores in 2021
Fabletics is gearing up for a retail store expansion, which will see the opening of 24 new store locations across the U.S. in 2021, the company announced on Thursday.
The activewear brand co-founded by Kate Hudson will grow its total brick-and-mortar presence in the United States to 74 locations by the end of year.
All new locations will seamlessly blend offline and online experiences with the brand’s proprietary 'omnishop' technology. The technology enables sales associates to deliver a personalized touch informed by member preferences, via custom handheld POS systems.
Moreover, select stores will introduce the Fabletics 'Legging Finder' interactive tool where guests will be able to answer a quiz to learn which Fabletics legging styles best suit their needs and preferences, while certain locations will also be equipped with large video installations and touchscreen technology, where members can view Fabletics products on real people to get an idea of both fit and functionality.
Finally, store openings will feature connected fitness boutiques and pop-ups as part of the brand’s ongoing collaboration with Hydrow, an immersive at-home rowing machine. Trained sales associates will offer in-store demos and workout tips.
The expansion is already on its way with the relocation and redesign of the brand’s Mall of America location in Bloomington, MN.
“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.”
Fabletics first expanded beyond its digital roots in 2015. It currently serves over 2 million members, with 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.
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