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One of the Fabletics of the recent openings includes the city center in San Diego.
By courtesy of Fabletics
When Adam Goldenberg is correct Fabletics In 2013. year, he saw the opportunity to disrupt the market of active clothes on three fronts: price, design and inclusiveness. “We only basically believe that the best in the world should not cost over $ 100,” said Goldenberg. “We looked at what other brands they did … and we know we can provide an even better product, but we do it for the price that everyone can afford.”
Fabletics also set to add color and fashion to what Goldenberg described as a “boring” category at the time, dominated by black and gray. The company was one of the first to present in bold prints, cooperation of celebrities and brand focused on entertainment and confidence, not exclusivity or intimidation. “We saw a pipe of an extreme back, and we’ve been deliberately excluded and seen the market in the same way we can create a brand that we are doing to have fun, and to have fun, we felt good about themselves.”
That strategy is echoed. Today, Fabletics generate over a billion dollars a year, launches its innovative VIP membership program, which encourages loyalty and repeat purchases. Approximately 80% of three million brands are VIP members, which consists of about 95% of total revenue.
Physical retail has become a central pillar of that growth. After testing six locations in 2016. The Fabletics reduced its presence of bricks and mortars to more than 100 stores, with 15 additional openings planned this year. The latest brand openings include their new formats of the store in Northpark in Dallas, UTC La Jolla and Western County in St. Louis, with the century of the city and part of it in Los Angeles among the upcoming partitions.
Fabletics opened on Northpark, Dallas, in July 2025. years.
By courtesy of Fabletics
“Retail is now a fairly large part of our strategy,” Goldenberg said. “We wanted to have the opportunity to see buyers and touch the product, and, that the business for membership, it was an important community. It really believed that retail stores could become a little community.”
Warehouse experience for Fabletics Technology
Fabletics adopted access to data transfer in retail locations, using over 20 data to assess potential new locations, with the number of existing members living within 30 minutes of driving, which are most critical metric. “If you take someone who entered the brand online, and then they also start shopping in retail stores, they are about three and a half times more valuable,” Goldenberg explained. “If you open stores where you have a high concentration of customers, it is somehow self-validated.”
The shops themselves are designed to reflect online experience, mixing practicality with a community feel. About half of the store income comes from existing VIP members, while the other half is divided between new retailers and new membership applications. One of the key separations of the brand is its owner POS applications, which accesses access to the preserved approach to each wish list, cart and personalized recommendations. “Not only random products are recommended,” said Goldenberg. “They know what the customer is interested in.”
The removed rooms also offer a high-tech turn. Customers can use the IPad room to request different size or styles, eliminate the need to indicate associates during the attempt. The system feeds the conversion information back to the Fabletics’ design team, creating a closed loop between behavior in the store and product development.
Customers can use the IPad room to request different size or styles, eliminate the need to indicate associates during the attempt.
By courtesy of Fabletics
During the past year, Fabletics turned RFID technology in all stores, increasing the efficiency in inventory management and recharge, while unlocking new insights into fixing productivity. In addition, the company in the first half of 2025. hosted over 2,800 stores, which included a range of activities from class exercise in exclusive purchasing days.
Training and culture are another focal point. Fabletics recently launched a centralized digital training and communication platform for its nearly 1,700 associates, reaching 80% engagement with over 90,000 visits and quarters of millions of consumed. Associates get free clothes each month, paired with quizzes on new collections and encourage to deal with designers and traders through two-way communication. The brand also started AI coach tool, where trade associates record their greetings or explanations of membership programs and receive current coaching advice.
These investments are paid. Fabletics published 11% of the concurrence of 2023, almost 20% in 2024. years, and 14% in the first half of 2025. Year, which led to three-digit winnings in a retail environment in which comps are increasingly challenging to achieve Comps.
Fabletic is future growth
Looking forward, Fabletics plans to speed up their openings at the store at 20-25 per year starting from 2025. years, while the remaining disciplined about the location selection. “No number of a number we have to open,” Goldenberg said. “If we can’t find the right locations and we have to open less, it’s okay. If we see amazing offers or amazing points, we’ll open a few more.” Currently, about 75% of sales come from online and 22% of retail, with wholesale that represents only a small slice through strategic placements in gyms, cruises and other environments designed for trial.
During the past year, Fabletika also turned RFID in all stores, increasing efficiency in the management of burial and supplementing while unlocking new data on fixing productivity.
By courtesy of Fabletics
International expansion It is also on the horizon. The company recently opened its first location in Mexico and investigates further growth of Western Europe and other global markets through strategic partnerships.
This international way of thinking and growth in the atleizure room reflect a higher trend after the success of Lululemon. According to Charika, Vuori, another growing brand of Atleisure, opened 69 locations to date and now gets accelerated International expansion to Europe and Asia. Alo Yoga, which constantly reduced his or her footprint imprint recently entered Latin America. And the athlete spread with about 150 locations in 2018. At more than 250 stores across the United States and Canada today. Together, these brands illustrate the strong runway of post-lululemonons for atleisure, where physical stores remain a crucial engine for the growth and building of the community.
For Goldenberg, the power of retail is transcended directly for sale. Shops Improve digital advertising efficiency for 5-10% in each market, generate new members and strengthen relationships with clients throughout the community.
With its billion dollar scale and a loyal basis, Fabletics is well set up to compete in this crowded landscape by combining its digital foundation with the quick evolution of the retail fleet. As Goldenberg put, “more stores, more efficient our digital advertising becomes, which is more valuable our customers become newer customers in which we bring a brand”.
