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Fabletics To Open 24 New Stores In 2021

Fabletics To Open 24 New Stores In 2021

Romana Hai
Fabletics To Open 24 New Stores In 2021

In an effort to grow and expand its brick-and-mortar presence, sportswear online subscription retailer, Fabletics, has announced plans to open 24 new locations across the country this year.

By the end of the year, Fabletics is expected to have a total of 74 locations in the United States.

“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.”

To kick off the expansion, the sportswear retailer has started with the relocation and redesign of the brand’s Mall of America location in Bloomington, MN. 

New stores that are set 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.

All new locations are being designed to deliver an omnichannel and a unique and frictionless shopping environment. Through the brand’s proprietary OmniShop technology, sales associates can leverage customer insights in real-time to better deliver a personalized experience. Fabletics also plans to analyze its in-store shopping behavior data and apply feedback in real-time to improve its overall operations.

Additionally, select stores are being designed to extend innovative shopping experiences, allowing customers to use Fabletics’ “Legging Finder” interactive tool. The tool enables shoppers to use in-store touch screens to take a quiz that helps them find legging styles that best suit their needs and preferences.

Finally, as part of the brand’s ongoing collaboration with Hydrow, the immersive at-home rowing machine, stores opening this year will also include connected fitness boutiques where trained sales associates will offer in-store demos to customers, members-only pricing on apparel and accessories, among other things.

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