Fabletics Opens First Florida Store

Fabletics, the Hate Hudson-owned athletic apparel line, has opened its first store in Florida. The store is located at the Mall at University Town Center in Sarasota, Florida.

Fabletics stores sell a variety of workout, yoga, running gear. While the clothing is stylish and high quality, they are offered at affordable prices, with most items selling for under $50.

Hudson, an actress and fitness enthusiast, launched Fabletics in 2013 as an online store on fabletics.ca. The first brick and mortar store was opened in 2015 and has steadily been growing since. Currently, there are 16 Fabletics stores spread throughout the United States.

The Sarasota store will officially hold its grand opening September 24th from 11am to 2pm. There will be a DJ, champagne, and the store will host a giveaway for those in attendance on thekrazycouponlady.com. All shoppers will receive a 20% discount and a free pair of black Salar Capris will be given away to the first 50 shoppers who spend a minimum of $69.

Fabletics was started to fill a gap in the activewear marketplace. While there were plenty of luxury brands, with high price tags, there was not a line that provided both high quality and an affordable price. And consumers have responded positively.

The El Segundo-based company recorded revenues of $150 million in 2015, and they plan to open 75 to 100 new stores in the next three to five years.

According to JusFab co-founder and co-CEO, Adam Goldenberg, the brick and mortar locations will mirror the online experience. Fabletics is a subsidiary of JustFab and Goldenberg teamed with Hudson to launch Fabletics in 2013.

The company views the store locations as showrooms for the items that consumers see online. Currently, nearly 40% of in-store sales come from consumers who are already members of Fabletics’ VIP subscription service.

By aggressively opening brick and mortar stores, Fabletics is taking direct aim at its main competitor, lululemon athletica. According to Goldenberg, the company will attempt to open new stores directly near current lululemon locations. He states that they do, “very, very well” when they are located near their competitors.

Fabletics will not be the only activewear chain doing business at the mall. Other stores include lululemon athletica and Six:02.