Fabletics
TechStyle Fashion Group · United States
Fabletics is an American activewear brand launched in 2013 within TechStyle Fashion Group, built on an online VIP membership model. It also runs its own stores and passed 500 million US dollars in annual revenue by 2020.
| Founded | 2013 |
|---|---|
| Founders | Adam Goldenberg, Don Ressler, Ginger Ressler |
| Owner | TechStyle Fashion Group |
| Headquarters | El Segundo, United States |
| Model | Subscription VIP membership and retail |
| Website | fabletics.com |
What is Fabletics?
Fabletics sells men's and women's activewear, footwear and accessories, plus loungewear, tennis and medical scrubs lines. It is a private company headquartered in El Segundo, California, and part of TechStyle Fashion Group.
History
Adam Goldenberg, Don Ressler and Ginger Ressler launched the brand in July 2013 under the TechStyle incubator. In 2015 Kate Hudson took a 20 percent stake and became the face of the brand; she moved to an advisory role in 2022. The first physical store opened in Bridgewater, New Jersey, in 2015. Swimwear, dresses and footwear followed in 2017, menswear in 2020 with Kevin Hart as investor, and a first non US store in Berlin in 2021. A medical scrubs line launched in 2023.
Business model and distribution
The core model is a subscription based VIP membership, with personalised outfit selections and weekly women's and monthly men's releases, alongside retail sales. Fabletics reported more than 500 million US dollars of annual revenue and 2 million members by 2020. It has stores in North America and Europe; sources give store counts from 75 to over 100 as of 2021.
Fabletics and technology
The company uses OmniSuite, a proprietary cloud based retail platform that combines e-commerce, point of sale, order management and back office systems across all its stores. In 2021 it launched the Fabletics Fit app with on demand workouts and meditations.
Why it matters
Fabletics is a leading example of a digitally native brand that moved from subscription e-commerce into omnichannel retail, built on data led personalisation.
Frequently asked questions
Who owns Fabletics?
Fabletics is part of TechStyle Fashion Group, the company that incubated it in 2013. Kate Hudson took a 20 percent stake in 2015.
Where is Fabletics from?
Fabletics is an American brand launched in 2013 and headquartered in El Segundo, California.