Global activewear brand Fabletics has opened its first store in India at DLF Promenade, New Delhi, in an exclusive partnership with Reliance Brands Limited (RBL). The launch marks the brand’s formal entry into the Indian retail market.
The brand is betting on growing demand from Indian shoppers who move between the studio, the workplace and everyday life and want apparel that is as considered in design as it is in function.
The store’s signature feature is an RFID-enabled fitting-room experience. When a customer enters the trial room, an in-room tablet automatically recognises the products they have carried in, displays them and suggests alternative sizes and styles, which can be requested directly from the fitting room. The company says the technology reflects Fabletics’ commitment to pairing technology with physical retail.
The Fabletics India store offers apparel and accessories for women and men, including leggings, pants and joggers, shorts, sports bras, tank tops, tops and polo shirts, sweatshirts, jackets and vests, along with bags and hats. The range is designed to move from workouts and training to everyday life.
Sumeet Yadav, Head, Reliance Brands Limited, said: “The Indian activewear consumer now expects apparel that performs as well as it looks, and Fabletics answers that with a rare combination of design, technology and accessibility. Opening our first store in Delhi, with a format built around experience and personalization, is the right way to introduce the brand, and we see significant headroom to grow Fabletics across the country.”
Meera Bhatia, President, Fabletics, added: “Opening our first store in India is a major milestone and an exciting opportunity for customers to experience Fabletics firsthand. The store brings together two core strengths of our brand: incredible product and technology designed around the customer, creating a retail experience that feels seamless, intuitive and personalized.”
The company has said another store is planned in Mumbai.
Founded in 2013 and headquartered in Los Angeles, Fabletics has more than 3 million active customers and sells online across North America, Europe and other international markets, as well as through more than 135 retail stores globally. The brand officially entered India this year through a long-term partnership with Reliance Brands limited.
