Fabletics’ new LA shop sets the blueprint for its retail strategy, pairing tech-forward personalized shopping with run clubs and workouts
You can order leggings and hoodies on your phone in seconds, which is part of the beauty of digital convenience, but what keeps people coming back is a place that feels like part of their routine.
That’s the model Fabletics built its new Los Angeles flagship around, powered by in-store tech and space to host a community of fitness and wellness fans.
The activewear brand is opening its latest shop at Westfield Century City with a “retail of the future” vibe, featuring proprietary in-store technology that personalizes the shopping experience and fitting-room tech that offers product recommendations based on live inventory as shoppers browse Fabletics’ womenswear, menswear, scrubs, and accessories.
The new store is one of more than 100 in the U.S., after Fabletics opened nearly 15 new locations this year alone.
“As an LA-based company, planting our flag at Westfield Century City is an exciting milestone that marks the next great chapter in Fabletics’ growth,” Fabletics co-founder and CEO Adam Goldenberg said.
He added that the new retail location will serve as a blueprint for how Fabletics will scale its footprint and community.
“With more than 1,500 localized events held each year, we think of our stores as more than just a place to shop, but also hubs for the community we’re building,” Goldenberg said.
And while tech is the star, Fabletics says the flagship is also built to double as a community space with movable fixtures to allow the store to transform for monthly events, including run clubs, HIIT workouts, yoga classes, confidence workshops and more.
Fabletics isn’t alone. Retailers are increasingly testing stores as places to show up, not just shop. Luxury retailer Flannels just added a HiiClub studio in the U.K., Nike teamed with WIT on a Training Lab in London and Gymshark and Lululemon are building community-first retail concepts of their own.
A grand opening celebration is set for this Friday through Sunday. Fabletics VIP members (a loyalty program that allows customers to get discounts on products and access to exclusive drops) and guests will find complimentary drinks and snacks at Café Fabletics, a pop-up in collaboration with Cha Cha Matcha. The weekend will also include specialty giveaways, a curated claw machine with prizes and exclusive promotions.
Beyond its retail push, Goldenberg outlined other key priorities for Fabletics in an interview with ATN earlier this year, believing the brand can double in size by 2030, reaching roughly $1.7 billion in sales by expanding into new apparel categories and new regions, including Central and South America, Australia and the Middle East.
