LOS ANGELES--(BUSINESS WIRE)--Fabletics, the innovative active-lifestyle brand co-founded by Kate Hudson in 2013, announces its New York City debut with the opening of a pop-up shop in SoHo. The pop-up space officially opened on Saturday, April 27, kicking off the brand's 2019 retail expansion which will include 12 new permanent retail stores throughout the U.S.
Fabletics celebrated its entry into NYC with a shopping preview event on April 24 hosted by former Bachelorette Andi Dorfman, beauty influencer Christina Marie, YouTube star Sarah Rae Vargas, Elle.com Style Director Nikki Ogunnaike, and celebrity trainer Nicole Winhoffer. Fabletics later toasted its tri-state area members with a customer appreciation night on April 25, followed by a grand opening event on April 27. More than 200 fans of Fabletics lined up around the block to take advantage of the brand's opening day offers, including free leggings to the first 150 shoppers and 30% of all purchases.
The SoHo pop-up, located at 577 Broadway, is a 2,743 square foot one-of-a-kind experience that combines Fabletics signature design elements from its new retail concept 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 and vibrant DNA. From an Instagram-worthy mini boxing ring complete with custom designed boxing gloves, to a medicine ball installation and much more, the shop offers interactive moments for guests to have fun, put the clothes to the test and experience the brand’s active-lifestyle.
“I’m so excited to finally bring Fabletics to New York!” stated Kate Hudson, Fabletics Co-founder. “New York is like my home away from home, where I spent much of my adult life. Plus, we have a ton of members in the tri-state area who have been asking us to open a store in the city. It has been on our radar for awhile, but we wanted to be strategic with how we approached it. 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.”
Following the success of Fabletics’s current fleet of 27 retail stores, the SoHo pop-up stays true to the brand’s data-driven roots and will serve as a testing ground for future New York expansion. The SoHo location also builds on the brand's digital prowess by incorporating proprietary technology that elevates the in-store shopping experience. Fabletics’s exclusive OmniSuite and OmniShop technologies allow customers to request a different size or color, check stock, and receive styling tips without leaving the fitting room as well as enable members to use all of their membership perks in stores. OmniKiosks invite members and guests to seamlessly view outfit inspiration and special member pricing. 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 directly to their doorstep. Just like the online shopping experience, in stores, customers can choose to shop through Fabletics’s Flexible VIP membership program or at regular retail prices.
The debut of Fabletics in New York City is the latest milestone in a series of significant achievements since the brand’s launch in 2013. Now in it's sixth year of business boasting a community of over 1.5 million VIP members, Fabletics continues its rapid growth trajectory with plans to scale to 100 retail locations across the U.S. In 2019, the brand will expand it's retail presence to new markets including Austin, Texas; Jacksonville, Florida; Pleasanton, California; Garden City, New York; and King of Prussia, Pennsylvania. By investing in advanced technology and entering new markets to significantly grow the brand through omnichannel excellence, Fabletics continues to position itself as the leader in stylish, performance-driven activewear.
About Fabletics
Fabletics is a global active-lifestyle brand designed with every woman in mind. Co-founded by Kate Hudson in 2013, the brand combines fitness and fashion to make women feel confident at—and beyond—the gym, by offering premium quality activewear at an incredibly accessible price point. Fabletics brings new monthly collections—in sizing ranging from XXS-3X—to a loyal community of over 1.5 million members across ten countries. Through the brand’s Flexible VIP Membership, members enjoy exclusive access to members-only collections, up to 50% off every purchase and exciting community perks. See (and shop) the full selection of activewear, accessories, shoes and more at Fabletics.com and 28 retail locations across the U.S. including the SoHo pop-up.
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