It is all hands on deck for Fabletics, the activewear, and accessories manufacturer as they plot to open 75 to 100 new stores. It is reported on Racked that the ambitious project is set to be implemented within the next three to five years. Fabletics currently has seven stores and so far they have proven to be effective in revenue generation. The retail stores would enable shoppers to shop and allow staffers to recruit the shoppers to join Fabletics’ successful subscription service.
Gregg Throgmartin, the President of retail at Fabletics claimed that customers are more receptive to these stores due to the omni channel experience afforded to them. He added that the stores would enable shoppers to feel the texture of the fabric and even try the clothing on. According to Mr. Throgmartin, the sales generated in the Fabletics stores have had a positive impact on the online business and overall profitability.
While Mr. Throgmartin wouldn’t provide any details about where Fabletics would open its new retail stores, he offered a glimpse into how they determine which areas are ideal for their business. He said they determine a store’s location based on the information they get whether online, information from malls and even competitive data. He further added that locations that get millions of customers annually are ideal for the business.
Mr. Throgmartin predicts that more online-only retailers will shift some resources in opening and operation of retail stores. He claimed that retail stores on Popsugar are purely customer oriented because the customers want that flexibility of shopping both off and online. He added that the goal was to give the customer options rather than trying to force them to choose their shopping method.
Opening retail stores is just one of the major strategies for Fabletics. Mr. Throgmartin stated that in addition to their introduction of men’s wear in the previous year, Fabletics would add swimwear and dresses to their growing catalog. He added that there was still a lot of room for growth regarding clothing categories on finance.yahoo.com they can venture in both in the short term and long term.
Fabletics is an online subscription retailer that manufactures and sells “athleisure” or sportswear and accessories. It was founded in July 2013 as a subsidiary of JustFab, now called TechStyle Fashion Group. Fabletics is ranked number 98 in the Top 500 of Internet retailer. Its three Co-Founders, Adam Goldenberg, Don Ressler and celebrity Kate Hudson launched it in October 2013 as an online-only retailer.
Since then, Fabletics has grown exponentially, from selling women’s wear in 2013 to adding men’s wear to their catalog in 2015. In the same year, they launched the first retail store and now they have seven stores with plans of expanding.