Fabletics’ new SoHo pop-up shop and planned 12-store expansion this year could signal continued strength in the activewear market as wellness and fashion prove to be a match made in workout studios.
Celebrity Kate Hudson, who co-founded membership-driven and trend-forward Fabletics in 2013, said “tons of members” in New York, New Jersey and Connecticut had been asking for a local store, adding, “Starting with a pop-up shop will allow us to learn more about our local customer base and gather as many insights as we can, which will ultimately help us grow a stronger long-term presence in the city.”
With its sights on scaling to 100 total stores, Fabletics said it has new locations in the works in cities including Austin, Texas, Garden City, N.Y., Jacksonville, Fla., King of Prussia, Pa., and Pleasanton, Calif., this year as it plans to grow its 1.5 million VIP membership base.
The pop-up at 577 Broadway, which opened Saturday, showcases Fabletics’ design sensibility as well as its commitment to tech innovation. Beyond the boxing ring worthy of Instagramming, it claims, the 2,743-square-foot store is equipped with Fabletics’ signature and proprietary OmniSuite and OmniShop technologies that elevate the customer shopping experience. Without leaving their fitting room, customers can request apparel in additional sizes and colors, see if a product is in stock or ask an associate for styling suggestions and tips.
OmniKiosk shows shoppers outfit inspiration and discounted pricing for members and a POS built for iPod helps store associate offer cross-channel shopping options. That means customers can have out-of-stock sizes and colors delivered to their address with complimentary shipping.
Fabletics feted the pop-up on April 24 with familiar luminaries in fashion, fitness and social media, including Bachelorette alum Andi Dorfman; Nikki Ogunnaike, style director for Elle.com; Instagram personality Christina Marie, aka @beautychickee; YouTuber Sarah Rae Vargas; and Nicole Winhoffer, who brands herself as a “fitness artist.”