Fabletics
| Company type | Private |
|---|---|
| Industry | Retail, Activewear |
| Founded | July 2013 |
| Founder | Adam Goldenberg, Don Ressler, Ginger Ressler |
| Headquarters | El Segundo , United States |
Area served | Worldwide |
Key people | Don Ressler, Adam Goldenberg (co-founders) |
| Products | Activewear (including footwear and accessories) |
| Parent | TechStyle Fashion Group |
| Website | www |
Overview
Fabletics is an internationally recognized lifestyle brand specializing in activewear for both men and women, including footwear and accessories typically categorized as activewear. The company primarily functions through a membership-based model and is distinguished by its strong e-commerce presence, alongside operating more than 100 physical retail locations worldwide.
Founded in July 2013 by Adam Goldenberg, Don Ressler, and Ginger Ressler, Fabletics has established itself within the retail sector by offering a subscription service that grants customers VIP membership status. This membership provides exclusive discounts and benefits tailored to individual style and lifestyle preferences. Members receive personalized outfit selections and have access to new capsule collections released weekly for women (sizes XXS to 4X) and monthly for men (sizes XS to XXL).
Headquartered in El Segundo, California, Fabletics benefits from the leadership of co-founders Don Ressler and Adam Goldenberg. The brand’s strategy combines online subscription sales with brick-and-mortar stores to serve a global market. With reported revenues reaching $500 million, Fabletics continues to leverage its innovative membership approach to engage consumers seeking fashionable and functional activewear options.
History
Established in 2013, Fabletics was co-founded by Adam Goldenberg, Don Ressler, and Ginger Ressler. The brand's initial celebrity collaboration came in 2015 when it partnered with Kate Hudson to introduce a celebrity-inspired collection, which achieved significant success; Hudson holds a 20 percent ownership stake. Both Hudson’s collection and the Fabletics brand operate under the fashion incubator TechStyle Fashion Group, where Fabletics quickly emerged as the fastest-growing label. The company’s physical stores stock apparel selections driven by data analytics reflecting online consumer trends.
In spring 2017, Fabletics broadened its offerings to include dress and swimwear collections. Later that year, in September, the company unveiled its inaugural official footwear line, featuring slip-ons, lifestyle sneakers, and athletic shoes. By 2020, Fabletics had surpassed $500 million in annual revenue and amassed over 2 million VIP members.
April 2020 marked Fabletics’ entry into menswear, appointing Kevin Hart as both an investor and the brand ambassador for this new segment. In March 2021, the company launched the Fabletics Fit app, providing hundreds of on-demand workouts, meditations, and related content; VIP members enjoy complimentary access while non-members pay a monthly fee of $14.95. That same year saw expansion into loungewear and the release of a velour capsule collection in collaboration with actress Vanessa Hudgens. Recognized for its customer service excellence, Fabletics was included on NewsweekTemplate:'s Best Customer Service List for 2022.
In January 2022, Kate Hudson transitioned from her role as the primary face of the brand to serve in an advisory capacity. Subsequently, in May 2022, Fabletics introduced a tennis apparel line catering to both men and women.
Locations
Fabletics ventured into physical retail in the autumn of 2015 with its inaugural store located in Bridgewater, New Jersey. Since that initial launch, the brand has grown to operate more than 73 outlets across North America and has extended its presence into the European market. In October 2021, the company debuted its first international store outside the United States in Berlin, followed shortly by an experiential pop-up on Regent Street in London, marking Fabletics’ entry into the UK market. These additions brought the total number of Fabletics stores worldwide to 75. During the Covid-19 pandemic, Fabletics was among a select group of retailers that avoided workforce reductions by reassigning retail employees to multifunctional "omni-associate" roles. To support its retail operations, Fabletics developed OmniSuite, a proprietary cloud-based enterprise platform integrating e-commerce, point-of-sale, order management, and back-office systems, which is implemented across all store locations. By 2020, the company achieved carbon neutrality throughout its retail network, phased out plastic shipment bags in favor of recycled, biodegradable, and reusable polybags, and introduced an environmentally conscious capsule collection for Earth Day composed entirely of recycled or upcycled materials. Additionally, in 2021, Fabletics expanded into the resale market through a partnership with ThredUp. In May 2022, Fabletics inaugurated a new store in Valencia, California.
Partnerships
Hudson was appointed as the ambassador for Fashion Targets Breast Cancer, collaborating with Fabletics to create a pink capsule collection aimed at raising breast cancer awareness. In May 2017, the company revealed a partnership with singer Demi Lovato to support the United Nations Foundation's Girl Up initiative.
Fabletics became the official activewear partner of Varsity Spirit in October 2018, launching pop-up stores at Varsity Competitions held across the United States. This collaboration was extended through 2024 in October 2020. During the same month, Fabletics forged a long-term alliance with Hydrow, an at-home rowing machine brand offering live and on-demand workouts led by athletes. Under this partnership, Fabletics members receive exclusive pricing on Hydrow purchases and access to a package of accessories and gear. Additionally, Fabletics designs and manufactures all Hydrow apparel, with Hydrow trainers exclusively outfitted in Fabletics gear for all workout content.
In 2021, Tough Mudder selected Fabletics as its "active lifestyle" partner. Later that year, in November, Fabletics expanded its focus on men's apparel by engaging with college athletes and sponsoring tournaments such as the Jacksonville Classic. The brand also announced plans to collaborate with individual NCAA players. Earlier in April 2021, Kevin and Eniko Hart introduced the Hart Collection, marking Fabletics' inaugural capsule line designed for both men and women. By December 2021, Vanessa Hudgens was named a brand ambassador and launched the Velour x Fabletics collection, featuring velour fabric pieces.
In April 2022, Hudgens unveiled a summer collection inspired by Y2K aesthetics titled Sun-Daze by Vanessa Hudgens. That same month, Fabletics partnered with singer Lizzo to introduce Yitty, a size-inclusive shapewear line offering sizes from XS to 6X.
Since its inception, Fabletics has collaborated on various capsule collections with prominent figures such as Maddie Ziegler, Kelly Rowland, Madelaine Petsch, among others.
Hippo Knitting
In 2021, Time published an article highlighting allegations from at least 38 employees of Hippo Knitting, a manufacturer supplying Fabletics, who reported instances of sexual and physical mistreatment by management. A representative from Fabletics stated the company was committed to doing "everything possible to address and resolve the matter." Operations at Hippo Knitting were halted on May 3, 2021. Production recommenced in August 2021, accompanied by efforts to enhance employee protections, which included implementing a new anti-intimidation policy, establishing a revised grievance mechanism, and introducing additional measures aimed at safeguarding workers.