Fabletics to open first brick-and-mortars

Online activewear Fabletics announced it will open its first brick-and-mortar stores at five General Growth Property, Inc. (GGP) locations this fall. The brand, co-founded by actress Kate Hudson, launched just two years ago and hopes to build off of its e-commerce success in physical stores.

Fabletics looks to offer fashion-forward activewear for women, and recently launched a line for men called FL2, Benzinga reported.

"Adding Fabletics stores to our mall portfolio will give shoppers more access to an innovative activewear brand that is already making waves online," Alan Barocas, senior exec-VP of leasing at GGP, told Benzinga. "More and more, we are seeing pure-play retailers like Fabletics see the value of adding physical locations to enhance sales and brand visibility. In fact, 90 percent of all U.S. retail sales occur at physical stores, and when a pure-play retailer opens a physical store, they see online sales increase three to five times in the same trade area."

Locations for the stores include Bridgewater, New Jersey; Columbia, Maryland; Wilmington, Delaware; Cincinnati; and St. Louis.

Technology driven enhancements to the consumer shopping experience will include mobile point-of-sale for shoppers, free shipping from warehouses for out-of-stock items, in-store fitting appoints, buy online and pick up in-store options, and a virtual shopping cart to take purchasing from in-store to online.

Fabletics is owned by parent company JustFab, which, after an $85 million Series D funding led by Passport Special Opportunity Fund last summer, is valued at around $1 billion. JustFab opened its first brick-and-mortar location in Glendale, California, in 2013.

For more:
-See this Benzinga article

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