Store gallery: Fabletics unveils first UK store with interactive London pop-up

The brand, founded in 2013, has 72 stores worldwide. The opening of the Regent Street outlet marks its second store in Europe and its first in the UK.

The 224 sq m store incorporates digital elements to drive customer engagement. Visitors can complete quizzes on touch screens to find the style of garment to best suit their training needs. Screens in the changing rooms utilise OmniShop technology, allowing customers to request a different size or colour instantly. The technology also displays stock information and shows what other items work well with relevant pieces. 

Customers can also save items they have tried on, but have decided not to purchase, to their online accounts directly from the changing room for a potential future purchase.

Shoppers can also speak with staff in-store to order specific items that are not available there, with free delivery included. 

While the brand originally launched with activewear for women, Fabletics has expanded into menswear, and there is a dedicated section for the new range in the store.

Sportswear will continue to grow

Fabletics’ owner TechStyle Fashion Group president Gerritt Müller told Retail Week: “What we are doing now is adding additional categories - loungewear is an additional market we are going to tap into. I do think as we move out of this pandemic, we will have a whole variety of occasions that you can wear this stuff to and it’s not just going to be your home office environment. We continue to see the [activewear] trend grow.”

Fabletics’ latest branch also offers benefits to the brand’s VIP membership members. 

“London is the ideal city to open our second European retail location”

The pop-up will play host to in–store fitness classes on the second floor space, offering Fabletics customers the chance to train together. Vice President of Marketing, Europe Kiersten Geiger told Retail Week: “That is going to give us the opportunity to partner with different fitness studios, different breathwork teachers to really create an environment where our customer can come in, try the clothes and really put it to the full test and have that full 360 experience.”

Müller added: “London is the ideal city to open our second European retail location. The UK is our top market in Europe, with some of our most passionate and loyal VIPs living in and around London. We greatly look forward to continuing our European retail expansion and  making our home for the next 14 months at one of London’s most iconic shopping  destinations, Regent Street.”