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Industry Retail
Founded July 2013 (2013-07)
Founder Adam Goldenberg
Don Ressler
Kate Hudson
Headquarters El Segundo, California, U.S.
Area served
Key people
Don Ressler, CEO
Products Women's sportswear
Services Online subscription
Parent TechStyle Fashion Group
Website fabletics.com

Fabletics is an American online subscription retailer that sells women's sportswear and accessories, commonly referred to as "athleisure."[1][2][3] The company is best known for its e-commerce business approach and also has 18 brick-and-mortar stores.[4] It offers its members personalized outfits chosen for them based on their lifestyle and fashion preferences.[5] It is a subsidiary of JustFab, which re-branded to TechStyle Fashion Group in August 2016.[6][7]


Fabletics was founded by Adam Goldenberg, Don Ressler and Kate Hudson in July 2013[8] and officially launched on October 1, 2013.[9][10]

In June 2015, Fabletics launched FL2, its men's activewear line with Kate Hudson's brother and actor, Oliver Hudson.[11] In March 2016, the company expanded its inventory beyond athletic wear by adding dresses and swimsuits.[12][13] The company has repeated gained press exposure for their advertising tactics; including targeting competitor Lululemon and using footage shot by Hudson on her cell phone.[14][15] According to Forbes, Fabletics has increased its revenue by 35% each year, with a valuation of $250 million within its first three years of business. The company uses pop-up stores to increase membership. In these locations, Fabletics stocks apparel based on analytics of its online trends.[4]


In September and October 2015, Fabletics opened its first brick and mortar retail stores in malls owned and operated by Westfield and General Growth Properties Inc. Locations include The Mall in Columbia in Columbia, Maryland, Bridgewater Commons in New Jersey, Kenwood Towne Centre in Cincinnati, Ohio, Christiana Mall in Newark, Delaware, St. Louis Galleria in St. Louis, Missouri, and The Village at Topanga in Woodland Hills, California.[16][17] In February 2016, Forbes reported that 75 to 100 Fabletics stores are scheduled to open over the next three to five years.[18] Throughout mid 2016, stores opened at locations including The Mall of America in Bloomington, Minnesota, Downtown Summerlin in Las Vegas, Nevada, SouthPark Mall in Charlotte, North Carolina and the Cherry Creek Shopping Center in Denver, Colorado.[19][dead link][20][21][22]


Membership is free and like a subscription where VIP Members receive an email at the beginning of each month showing them the new looks and they have until the 5th of the month to decide whether they would like to shop or skip; however, members who decline to skip will be charged $49.95 which turns into a store credit that never expires. Upon registering, members are required to complete a survey regarding their workout and lifestyle preferences. At the start of each month, personalized outfits are chosen for each member based on these preferences.[23][unreliable source]


  1. ^ "How Kate Hudson's Fabletics is cashing in on the athleisure craze". Yahoo Finance. 16 August 2016. 
  2. ^ Young, Katy Young (October 16, 2013). "Fabletics: Kate Hudson's new workout gear". Telegraph.co.uk. Retrieved November 20, 2013. 
  3. ^ "Fabletics". JustFab Inc. 
  4. ^ a b Paul Armstrong (16 November 2016). "How Kate Hudson's Fabletics Is Taking On Amazon". Forbes. Retrieved 18 December 2016. 
  5. ^ MacVean, Mary MacVean (November 2, 2013). "It's workout time with Kate Hudson, who's wearing her Fabletics gear". Los Angeles Times. Retrieved November 12, 2013. 
  6. ^ "JustFab Rebrands as TechStyle". Apparel. 18 August 2016. 
  7. ^ "JustFab Changes Name to TechStyle Fashion Group". Women's Wear Daily. 18 August 2016. 
  8. ^ Leibowitz, Lauren (July 9, 2013). "Kate Hudson's 'Fabletics' Line Coming To JustFab This Fall". Huffington Post. Retrieved November 12, 2013. 
  9. ^ "Kate Hudson's Fabletics Line Launches Today: Will You Shop It?". People.com. October 1, 2013. Retrieved November 12, 2013. 
  10. ^ Lestch, Corinne Lestch (October 2, 2013). "Kate Hudson starts athletic apparel and accessories line Fabletics". New York Daily News. Retrieved November 20, 2013. 
  11. ^ Hughes, Aria Hughes (June 4, 2015). "Kate Hudson and Oliver Hudson Celebrate FL2 Launch". Women's Wear Daily. 
  12. ^ Bonner, Mehera Bonner (March 29, 2016). "Kate Hudson to the Lazy-Girl Rescue: Steal Her Secrets for Wearing Athleisure at Night". Marie Claire. 
  13. ^ Erdogan, Melodi Erdogan (April 5, 2016). "When Do Fabletics Dresses Come Out? Shop These Athleisure Styles, Stat". Bustle. 
  14. ^ Finger, Bobby (30 November 2015). "Kate Hudson's Fabletics Targets Lululemon, Visible 'Pussy' in New Commercials". Jezebel. 
  15. ^ "Kate Hudson Makes Her New Fabletics Spot 'Feel Like You're Scrolling Through Her Instagram Feed'". Adweek. 28 July 2016. 
  16. ^ Hamanaka, Kari (July 9, 2015). "Fabletics to Make Big Push Into Retail". Women's Wear Daily. 
  17. ^ Melton, Monica Melton (1 May 2016). "Designed With Star Cred Even In Delaware". The Real Deal. 
  18. ^ Chapman, Adele (February 15, 2016). "Fabletics Plans to Open 100 Stores in the Next Few Years". Racked. 
  19. ^ "Fabletics Grand Opening at Mall of America". 21 May 2016. 
  20. ^ "Fabletics Summerlin Grand Opening". 30 July 2016. 
  21. ^ Bolling, Cristina (14 July 2016). "Fabletics open at SouthPark: Here's the inside scoop". Charlotte Observer. 
  22. ^ Gregory, Seth (19 August 2016). "Fabletics Cherry Creek". KWGN. 
  23. ^ "How It Works". Fabletics.com. 

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