Fabletics opens NYC pop-up

Fabletics, the athleisure brand owned by actress Kate Hudson, opened the doors to its first NYC store this weekend in SoHo. The 2743-square-foot store is part of Fabletics approach to taking more brick-and-mortar opportunities. The company currently operates 25 stores in the United States, and is working on expanding their physical footprint as they have found it contributes to their online sales.

Fabletics, which is owned by parent company TechStyle, is the only brand in the company's portfolio "that has successfully bridged its online subscription business with growth into brick and mortar," according to Retail DIve. While many companies are moving away from brick-and-mortar and investing more in e-commerce, Fabletics has plans to open 75 brick-and-mortar stores.

Parent company TechStyle is a subscription model based company, and one of the few enjoying longer-term subscriber rates according to Retail Dive. As of January, the company reported 5 million active members.

photo: via Fabletics.co.uk