Fabletics, the active-lifestyle brand co-founded by Kate Hudson in 2013, announced its New York City debut with the opening of a pop-up shop in SoHo. The pop-up space officially opened on Saturday, April 27, kicking off the brand’s 2019 retail expansion which will include 12 new permanent retail stores throughout the U.S.
The SoHo pop-up, located at 577 Broadway, is a 2,743 square foot one-of-a-kind experience that combines Fabletics signature design elements from its new retail concept with customized mobile fixtures and fun, interactive moments designed to enhance the overall brand experience offline. The location includes a mini boxing ring complete with custom designed boxing gloves, as well as a medicine ball installation.
The space blends technology touchpoints with natural elements and bright pops of color, staying true to the brand’s digitally native and vibrant DNA. 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.
Fabletics celebrated its entry into NYC with a shopping preview event on April 24 hosted by former Bachelorette Andi Dorfman, beauty influencer Christina Marie, YouTube star Sarah Rae Vargas, Elle.com Style Director Nikki Ogunnaike, and celebrity trainer Nicole Winhoffer.
“I’m so excited to finally bring Fabletics to New York!” stated Hudson. “New York is like my home away from home, where I spent much of my adult life. Plus, we have a ton of members in the tri-state area who have been asking us to open a store in the city. It 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.”
Following the success of Fabletics’s current fleet of 27 retail stores, the SoHo pop-up features the brand’s exclusive OmniSuite and OmniShop technologies that allow customers to request a different size or color, check stock, and receive styling tips without leaving the fitting room as well as enable members to use all of their membership perks in stores. OmniKiosks invite members and guests to view outfit inspiration and special member pricing. Each store is also equipped with iPod-based POS systems that allow Fabletics associates to help customers shop the website and arrange for free shipping of products. Just like the online shopping experience, in stores, customers can choose to shop through Fabletics’s Flexible VIP membership program or at regular retail prices.
Now in it’s sixth year of business boasting a community of over 1.5 million VIP members, Fabletics continues its rapid growth trajectory with plans to scale to 100 retail locations across the U.S. In 2019, the brand will expand its retail presence to new markets including Austin, TX; Jacksonville, FL; Pleasanton, CA; Garden City, NY; and King of Prussia, PA.
Image courtesy Fabletics
