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Fabletics Isn’t the Only Fashion Brand in Expansion Mode

Fabletics Isn’t the Only Fashion Brand in Expansion Mode


The forte of these chains ranges from casual lifestyle to special occasion to activewear. In some cases, the brands and retailers are taking the opportunity of a “return to normal” to expand their footprint to new locales.

Fabletics After a soft launch on Oct. 8, Fabletics opened its first European store Friday with a new location in Berlin, bringing its global brick-and-mortar footprint to 69. According to Gerrit Müller, managing director of Fabletics in Europe, the “vibe, the energy and the pulse” of Germany’s capital city aligns with the activewear brand’s growing customer base. “Athleisure has become an integral part of the clothing culture around the world. But Berlin has always been a pioneer of this trend,” Müller said. “It’s just as likely to see a pair of our Define High-Waist Legging on the street as a pair of jeans. All this and the fact that the European headquarter of Fabletics is also here in Kreuzberg make Berlin an ideal place to kick off our European retail activities.” Inside Fabletics’ new Berlin store at Kurfürstendamm 29. The size-inclusive active brand actress Kate Hudson co-founded in 2013 brings its trademark OmniSuite technology into the new Berlin outpost. Shoppers will encounter the connected online-offline experience that’s become the hallmark of Fabletics’s physical retail. Customers trying on garments inside a fitting room, for example, can use iPads to request different sizes or colors, browse inventory, and access styling tips. Touchscreens with a simple style quiz are placed throughout the store to help consumers decide which styles best suit their needs and preferences. Staff using iPod-based POS systems linked to Omnisuite can help customers find stock not available in store on the Fabletics e-commerce site and have items shipped to the shopper’s preferred address. Reportedly planning to go public, the TechStyle Fashion Group-owned label recently expanded beyond activewear into what was perhaps the pandemic’s hottest category: loungewear. It’s also “actively pursuing” its first foray into livestream shopping, which could “probably” come as soon as the holiday season, according to COO Meera Bhatia. What form that takes, however, remains to be seen. “I think live shopping can mean so many things,” she said. “It could be taking our retail associates who are running events in their stores already and setting them live, or it could be something more orchestrated.”

Salt Life Delta Apparel Inc., a provider of core activewear and lifestyle apparel products, announces five new owned-retail store openings for Salt Life, its beach lifestyle brand. Salt Life storefronts in Florida, South Carolina and Alabama are expected to open early next year to meet the continued strong demand for the brand in coastal communities and beyond, Delta said. These strategic additions follow years of strong growth across the U.S. and provide opportunities to deepen Salt Life’s footprint in key markets, expanding the brand’s reach to a broader set of consumers who embrace the ocean lifestyle. “Engaging face-to-face with Salt Life consumers is monumental in igniting a passion for the ocean lifestyle,” Jeff Stillwell, president of Salt Life, said. “The success of our existing storefronts has propelled our retail efforts forward and we are thrilled to continue meeting both new and existing customers in Florida, South Carolina and Alabama.” New doors in Ft. Lauderdale, Boca Raton and Sarasota, Fla.; Hilton Head, S.C., and Foley, Ala., will add to the brand’s nationwide owned-retail footprint. Earlier this year, Salt Life announced new store openings in Myrtle Beach, S.C., and Texas City, Tex. The Myrtle Beach location opened in September with strong initial results and the Texas City location is set to open in November, Delta noted. “Year after year, Salt Life retail stores consistently exceed sales and operating performance targets,” Delta Apparel chairman and CEO Robert W. Humphreys said. Salt Life offers omnichannel consumer engagement though its YouTube channel, Instagram, Facebook, in-store activations and The Daily Salt content portal, which includes the newly launched “Above & Below: a Salt Life Podcast” and the Charter Captains Directory. Salt Life products are available to consumers at saltlife.com and in surf shops, specialty stores, department stores and sporting goods retailers, as well as at Salt Life’s various branded retail stores.