Fabletics says it will open 24 new store locations across the U.S. in 2021. The ahtletic apparel brand is looking to grow its total brick & mortar presence in the U.S. to 74 locations by the end of the year.
“We feel great about the return of retail,” said Adam Goldenberg, CEO and co-founder, Fabletics. “Our members have missed the in-store experience, and we’ve found they are eager to return. Personalized experiences that make in-store worth the visit are more important than ever, and that’s exactly what we’re bringing to new communities this year.”
The expansion kicked off this month with the relocation and redesign of the brand’s Mall of America location in Bloomington, MN. New stores slated to open in 2021 include Durham, NC; The Woodlands, TX; Birmingham, AL; Bethesda, MD; Troy, MI; Leawood, KS; Roseville, VA, Tyson’s Corner, VA; Lone Tree, CO; Portland, OR; Scottsdale, AZ; Rancho Cucamonga, CA; Los Cerritos, CA; Newport Beach, CA; Burlington, MA; Fort Worth, TX; West Des Moines, IA; and Richmond, VA.
Select stores will introduce a new shopping experience through the debut of Fabletics’ “Legging Finder” interactive tool. On touch screens in stores, members and customers will be able to answer a quiz to learn which Fabletics legging styles best suit them according to preference.
Stores opening this year will also include connected fitness boutiques as part of the brand’s ongoing collaboration with Hydrow, the at-home rowing machine.
Trained sales employees will offer in-store demos to members and customers, providing insight into the workout and perks for Fabletics’ more than two million VIP members, such as members-only pricing on apparel and accessories, early access to new capsules collections and on-demand fitness content through the Fabletics FIT app.