Fabletics
Activewear brand co-founded by Kate Hudson offering affordable, stylish fitness clothing.
Founded
2013Activewear brand co-founded by Kate Hudson offering affordable, stylish fitness clothing.
Fabletics combines an owned e-commerce channel with a membership model that generates recurring revenue and a large body of first-party customer data. That data supports personalized merchandising and targeted offers, which the company uses to drive repeat purchases and to test new categories.
The brand also leans on celebrity and athlete collaborations, including collections tied to Kate Hudson, Khloé Kardashian, Keke Palmer and Ja'Marr Chase, to sustain visibility. Its parent group's shared technology and operations platform has supported expansion into adjacent categories such as scrubs and shapewear and into international markets.
Source: linkedin.com
Fabletics has been pushing an international retail expansion, with plans announced in 2026 for roughly 25 new United States stores and about 20 additional international locations within the following year. The company has targeted growth in Asia, the Middle East and South America while deepening its United States footprint.
The brand continues to broaden its addressable market through category extensions such as denim, a college-licensed apparel program spanning more than 200 campuses, and a growing store network that had passed 120 locations. Management has publicly framed the North American business as accelerating ahead of further global expansion.
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Fabletics positions its activewear below traditional premium sportswear pricing while presenting it as comparable in fit and fabric. New customers commonly enter through promotional offers, such as two bottoms for $24 or a percentage discount on a first order, and members receive regular discounts off full-price styles.
The company's paid VIP membership charges a recurring monthly fee, historically $69.95, that is converted into a member credit usable on purchases; members may skip a month before the billing date or cancel. This subscription layer produces recurring revenue and encourages repeat purchasing alongside standard non-member checkout pricing.
Source: fabletics.com