STORE SPACES

Celebrity-founded Fabletics begins 2019 expansion with its first NYC store

BY Marianne Wilson

Fabletics is flexing its muscle.

The activewear brand, co-founded by actress Kate Hudson in 2013, is making its New York City debut with a pop-up in the SoHo section of Manhattan. The opening of the 2,743-sq.-ft. outpost kicks off Fabletics’ 2019 retail growth which includes 12 permanent stores. The expansion will see the retailer enter several new markets: Austin, Texas; Jacksonville, Florida; Pleasanton, California; Garden City, New York; and King of Prussia, Pennsylvania. Fabletics eventually plans to scale to 100 retail locations across the U.S.

The SoHo pop-up combines Fabletics signature design elements with customized mobile fixtures and fun, interactive moments designed to enhance the overall brand experience offline. The space seamlessly blends innovative technology touchpoints with natural elements and bright pops of color, staying true to the brand’s digitally native DNA. It offers interactive — and Instagram worthy— moments for shoppers to have fun and put the clothes to the test, with such features as a mini-boxing ring complete with custom designed boxing gloves and a medicine ball installation.

Building on Fabletics’ current fleet of 27 stores, the SoHo pop-up will serve as a testing ground for future New York expansion. In keeping with the brand’s data-driven roots, the space incorporates proprietary technology that elevates the in-store shopping experience, including the retailer’s exclusive “OmniSuite” and “OmniShop” technologies that allow customers to request a different size or color, check stock and receive styling tips without leaving the fitting room.

In other tech features, each store is also equipped with iPod-based POS systems that allow Fabletics associates to help customers shop the website and arrange for free shipping of products to their doorstep. And similar to the online shopping experience, in-store customers can choose to shop through Fabletics’ VIP membership program or at regular retail prices. The store also features “OmniKiosks” where shoppers can view outfits for inspiration.

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D.Beattie says:
May-01-2019 01:33 pm

This is interesting. As a supply chain professional I hope their in store experience is better than their online one. I tried hard to be a customer of theirs but the online friction to place an order was not acceptable. Their pricing strategy much be acceptable for the hollywood crowd but pretty pricey for the midwest. At a time when most are closing brick and mortar it will be interesting to watch.

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