- Marjorie van Elven |
Fabletics, the activewear brand founded by actress Kate Hudson, has opened its first retail space in New York, a pop-up store in SoHo. The opening kicks off its 2019 retail expansion plan set to add 12 new stores to its current portfolio of 27 stores across the United States. The ultimate goal is to scale up to 100 stores.
“I’m so excited to finally bring Fabletics to New York!”, said Kate Hudson in a statement. “[The city] 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”.
Spanning over 2,700 square feet, the pop-up also debuts a new high-tech store concept. To start, the store uses a proprietary POS system called Omnishop, which allows the company to track the conversion of every item that goes into the dressing rooms, categorized by size, color and style. Additionally, Fabletics is testing heat maps in store to measure interest in certain products. Dressing rooms are equipped with iPads allowing customers to request a different size or color, check stock, and receive styling tips.
The New York pop-up store also features decor elements designed to encourage customers to take pictures and share them on social media. “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”, explained Fabletics in the statement.
Founded in 2013, Fabletics offers premium activewear with new collections dropping each month. In addition to its retail footprint, the company also has a membership-based business model in which “VIP members” receive hand-picked outfits monthly for 49.95 US dollars. Fabletics currently counts 1.5 million VIP members.
Picture: courtesy of Fabletics