Kate Hudsons Fabletics Celebrates Five Years and Sets Course for Next Phase of Growth

Fashion Group, an industry-leading apparel and footwear company
known for its proprietary platform to build global fashion brands, is
celebrating the five-year anniversary of Fabletics,
the innovative activewear brand co-founded by Kate Hudson. Five years
since making its debut, Fabletics shows no signs of slowing down as it
announces the next phase of retail and international expansion, enhanced
collections, new additions to the leadership team and an aggressive
vision for growth.

Founded in 2013, Fabletics quickly became the fastest growing activewear
brand in the history of ecommerce, renown for being at the forefront of
innovation. Truly redefining the activewear category, the iconic brand
was the first to introduce fashion, color and print to the market and
the first to create an upscale, personalized shopping experience that is
accessible to all women. But Fabletics’ real secret to success has been
pioneering membership commerce that has served as inspiration for
countless digital brands.

Fabletics’ proprietary membership model allows the brand to deliver
stylish, high quality, performance-driven collections at an unsurpassed
value. Proving the strength of the concept, today the brand boasts 1.4
million VIP members who are highly engaged brand advocates, with more
than 25% having joined the VIP program as a referral from a friend. Led
by Hudson and co-founders Adam Goldenberg and Don Ressler, in just five
years Fabletics rapidly surpassed $300 million in annual revenue,
continues to rewrite the rules of online shopping and traditional
retail, and shows no signs of slowing down.

“I am incredibly proud and humbled by how far we’ve come as a brand,”
commented Kate Hudson, co-founder, Fabletics. “We set out to create an
inclusive community where women would feel empowered to live an active
lifestyle. Five years later, we’ve done that and so much more. The
success we’ve achieved is a testament to the amazing team we have in
place and our members, who inspire us every single day. I’m excited to
take Fabletics to the next level as we set in motion our vision to
double revenue through exciting new initiatives.”

Over the last few years, Fabletics has further disrupted the
direct-to-consumer channel by taking its online innovation into brick
and mortar retail, receiving accolades from industry associations for
setting a new shopping experience standard. Fabletics was the premier
brand to bring a membership model into physical stores, creating a truly
unique and powerful omni-channel experience. Fabletic’s stores are
powered by the company’s proprietary OmniSuite POS technology enabling
members to seamlessly shop and transact across both online and in store
experiences, which has bolstered business performance and enhanced brand
loyalty. It also enables members to use all of their membership perks in
stores and allows other guests to either sign up to become members or
opt to shop standard retail. With proven success across the brand’s
current fleet of 24 retail locations across the U.S., which continue to
see over 20% increase in same-store sales year-over-year, Fabletics
announced today that it is deepening its retail presence by adding more
than 75 new doors, bringing the brand to a total of 100 locations.
Constantly reimagining the in-store experience, Fabletics also announced
that it will roll out a new store concept this September that will debut
at a new store in Bellevue, Washington.

Now sold in ten countries with European markets experiencing 25%
year-over-year revenue growth, Fabletics is also focused on aggressive
global expansion. This fall will mark Fabletics’ first international
distribution partnership that will introduce the brand to the
Philippines through free-standing stores, shop-in-shop concepts and an
online shopping destination. This premiere partnership agreement kicks
off a series of other international partnerships as well as
company-owned expansion plans, that will result in launching new
territories throughout 2018 and 2019.

Taking Fabletics into this next phase of growth, Hudson has enlisted an
executive team hailing from the world’s most admired fashion and
activewear companies, who together will advance the brand’s mission of
empowering women by making a healthy, active lifestyle accessible to
everyone. Today the company announces new additions to the brand’s
leadership team, including industry veteran Karen Pornillos who has been
appointed Vice President of Design and Fashion Director, joining
Fabletics after serving as VP of Women’s Design for Lululemon Athletica,
before joining Free People to lead design for the brand’s activewear
line, Movement. Pornillos rejoins former colleague Felix del Toro, who
was appointed Senior Vice President, Chief Merchandise and Design
Officer of Fabletics in 2017 following management roles of increasing
responsibility at Gap, Inc., Ann Inc and Lululemon Athletica, where he
served as Senior Vice President, General Manager of Men’s. Pornillos and
del Toro are recently joined by Shefali Shah, the new Vice President of
Merchandising, who comes to Fabletics after over 10 years at Victoria’s

Also announced today is the hiring of Nancy Arnold as the brand’s new
Vice President, Creative Director. After establishing her career across
a mix of emerging disruptors and admired brands such as Chloe + Isabel,
Victoria’s Secret and Ann Taylor, Arnold will help shape the Fabletics
brand, reporting directly to Chief Marketing Officer Kristen Dykstra.
Dykstra, who came on board in late 2016 following senior marketing roles
within BCBG Max Azria Group, Kenneth Cole, Ann Taylor and Halston among
others, has been instrumental in growing the brand’s global community
and sales.

Leveraging the new team’s talent and expertise, Fabletics will soon
debut a brand evolution that will result in increased collection
frequency with new capsules dropping as often as once a week, as well as
enhanced products across all categories. Under Pornillos and del Toro,
new energy will be infused into collections through the use of the most
advanced performance technologies optimized for different activities, in
addition to fashion-forward designs that expand on the bright colors and
fun patterns Fabletics is known for. The new collections, available
beginning July of this year, not only look great, but more than ever,
are built to perform.

“Driven by innovation, inspired by community and grounded in
authenticity, Fabletics embodies what today’s consumers value most in
brands,” said Adam Goldenberg, TechStyle Fashion Group Co-CEO and
Co-Founder. “Fabletics has succeeded beyond our expectations under
Kate’s vision and our new team members, and I’m confident Fabletics will
continue on its incredible growth trajectory.”

By investing in advanced technology and innovative talent to
significantly grow the brand through omni-channel excellence, TechStyle
continues to secure Fabletics’ position as the leader in stylish,
performance-driven activewear. Through community initiatives, bold
collections and new partnerships intended to amplify the brand’s message
of inclusivity and empowerment, Fabletics is poised for significant
growth throughout its anniversary year and beyond.


Fabletics is a global active-lifestyle brand designed with every woman
in mind. Co-founded by Kate Hudson in 2013, the brand combines fitness
and fashion to make women feel confident at—and beyond—the gym, by
offering premium quality activewear at an incredibly accessible price
point. Fabletics brings new weekly collections in sizing ranging from
XXS-3X to a loyal community of 1.4 million members across ten countries.
See (and shop) the full selection of activewear, accessories, shoes and
more at Fabletics.com and
24 retail locations throughout the U.S.For general
information on Fabletics, please visit the TechStyle
website.Visit Fabletics Blog to experience the brand’s editorial
content site.


TechStyle Fashion Group is a global fashion and lifestyle company
founded in 2010 to deliver access, quality and style for unprecedented
value. TechStyle Fashion Group uniquely merges advanced technology with
the latest fashion trends to offer an entirely new shopping experience
to millions of customers worldwide, including 5 million VIP Members,
through a portfolio of apparel and shoe brands. TechStyle Fashion Group
is reimagining the business of fashion through data, personalization and
vertical integration to benefit the modern shopper. TechStyle Fashion
Group’s brands include JustFab, Fabletics, ShoeDazzle and Fabkids, and
are available in the US, Canada, the United Kingdom, Germany, France,
Spain, Sweden, Denmark and the Netherlands. TechStyle’s newest addition,
Savage x Fenty is available worldwide at SavageX.com.

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