Fabletics opens on Regent Street, could be first of many for UK
Fitness brand Fabletics soft-launched its UK flagship on Thursday with the Regent Street debut likely to be the first of many as it targets physical retail customers in what is its biggest European market, the UK.
The opening follows the debut just a few weeks ago of its very first European store, in Berlin.
The brand was co-founded and fronted by Kate Hudson but is owned by TechStyle Fashion Group.
The new Regent Street store features an extensive offer of women’s activewear, loungewear and outerwear with a small section dedicated to the menswear that the company launched last year.
Gerrit Muller, President International,TechStyle Fashion Group, told Fashionetwork.com that the Regent Street store is a “dream-come-true location” as far its pre-existing layout and its position in one of the biggest shopping locations in the world are concerned.
And opening in London seemed like a no-brainer. “The UK is our strongest market in Europe, our customers love the brand and the product and we wanted to bring the retail experience to their doorstep. The Grater London area is huge for us as a brand,” he said. “We looked at various locations and we loved this and the store layout.”
So will there be more UK stores? “Yes. 100%,” Muller added. “We have 70 location in the US. We started building out retail and we always take a long-term view. We always had the vision that creating an experience across online and offline is what we want to do.
“We’ll take the next couple of months to learn and see how it’s all working and to make sure we’ve got it right. Then we’ll build on that and start expanding more.”
That expansion is likely to focus on key metropolitan areas. “We’ve been in the UK since 2014. There’s a concentration of members around the big city areas,” Muller said. “That’s probably where you’ll find us. I think that before we go into other cities in the UK we’ll probably open up another couple of locations in London. We want to be close to where our members are.”
As for the store itself, it’s equipped with both Omnisuite and Omnishop, which link online and retail activity for VIP Members, regular shoppers and associates, “creating a unique and frictionless shopping experience”.
It integrates digital into the physical concept with touchscreen tablets where shoppers can refine what they’re looking for.
As well as the tablets in the main body of the store, shoppers can use the OmniShop technology to request a different size or colour, check stock, and engage in styling tips within the fitting room.
The store’s soft opening on Thursday will be followed by a private VIP Member shopping event on 25 November with the official grand opening to take place on the last weekend of the month.
Across the official grand opening, Fabletics will be offering exclusive in-store classes hosted by barre studio Define London. Classes will kick-start with a private session for Gold and Elite VIP Members on 26 November, with the following classes over the next two days open to the public through Eventbrite.
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