Fabletics

Market position

Fabletics positions its products between premium yoga apparel brands such as Lululemon and low-cost store-brand activewear. It is described as the largest digitally native activewear brand and as the marquee brand of TechStyle Fashion Group, whose founders report having generated over $15 billion in sales across their portfolio of digitally native fashion brands.

Combination of a membership/subscription model with personalized outfit curation, proprietary retail and personalization technology (OmniSuite and Fashion OS), size-inclusive assortment, and an omnichannel model in which store assortments are informed by online sales data. Pricing is positioned below premium activewear labels while offering design-led product.

Technology

Fabletics uses proprietary technology platforms: OmniSuite, a cloud-based enterprise retail system combining e-commerce, POS, order management and back-office functions deployed across all its stores, and a Fashion OS platform supporting personalization. Stores are stocked based on online sales trends, and members receive personalized outfit selections generated from a preference quiz covering workout style, size and color. Consumer-facing technology includes iOS/Android shopping apps and the Fabletics Fit on-demand workout and meditation app.

Go-to-market

Direct-to-consumer e-commerce and mobile app paired with a VIP membership program, an expanding owned-store fleet in North America and Europe, and extensive celebrity and partner collaborations used for customer acquisition and capsule launches, including Kate Hudson, Kevin and Eniko Hart, Vanessa Hudgens, Khloé Kardashian, Demi Lovato, Maddie Ziegler, Kelly Rowland, Madelaine Petsch, Lizzo (Yitty) and Ken Jeong. Sponsorship and partnership deals include Varsity Spirit, Hydrow, Tough Mudder, the Jacksonville Classic and NCAA athletes. An August 2026 agreement with Reliance Brands is intended to bring the brand to India.

Consumers seeking activewear and active lifestyle apparel at accessible price points, primarily women but also men following the 2020 menswear launch, with an emphasis on size inclusivity (women's sizes XXS-4X, men's XS-XXL, plus a Fabletics Plus line).

Geography

Headquartered in El Segundo, California (555 S Aviation Blvd). Retail operations span the United States, Canada and Europe; the first non-US store opened in Berlin in October 2021 and a UK pop-up followed on London's Regent Street. Store counts reported across sources range from 50 North American stores (2020) to over 73 North American stores, 75 worldwide, and 95+ stores. In August 2026 the company disclosed plans to add 45 stores in the U.S. and overseas over the following year and to triple its international footprint, including a launch in India with Reliance Brands.

History

Founded in July 2013, Fabletics became TechStyle's fastest-growing label. It moved into brick-and-mortar retail in 2015 with stores in Bridgewater, New Jersey and the St. Louis Galleria, later adding dresses, swimwear and footwear in 2017. In 2017 TechStyle valued the brand at $1.5 billion and considered but did not proceed with a sale. Menswear launched in April 2020 with Kevin Hart as investor and brand face; the company reported passing $500 million in annual revenue and 2 million members that year. The Fabletics Fit app launched in March 2021, loungewear followed the same year, and the first non-US store opened in Berlin in October 2021, followed by a UK experiential pop-up on London's Regent Street. In January 2022 Kate Hudson moved from principal face of the brand to an advisory role. A tennis line launched in May 2022 and a medical scrubs line in 2023. In mid-2021 the company was reported to be working with banks on a potential IPO.

Risks & controversies

A 2021 Time magazine investigation into Hippo Knitting, a Taiwanese-owned manufacturer in Lesotho supplying Fabletics, reported allegations of sexual and physical abuse by management from at least 38 workers; Fabletics said it halted its operational relationship with the supplier and committed to paying affected workers during the investigation. In 2020 the brand apologized for offering military discounts to men but not women. Sister brand JustFab received an Advertising Standards Authority ban in August 2017 over a promotion that drew customers into a subscription. Analysts have also flagged reliance on celebrity association as a potential risk, and the reported IPO plans had not resulted in a set offering date or registration statement as of the sourcing.