Fabletics makes India debut with tech-led Delhi store, Mumbai next

California-based global activewear brand Fabletics has opened its first store in India at DLF Promenade in New Delhi, marking its formal retail entry into the country in an exclusive partnership with Reliance Brands Limited (RBL).

The brand's first India store comes with a technology-led shopping experience, including an RFID-enabled fitting room that automatically identifies products carried inside and displays them on an in-room tablet. Customers can also use the system to request alternative sizes and styles directly from the fitting room.

Tech-led retail experience

The store at DLF Promenade is designed around what Fabletics describes as an experience-led format, combining physical retail with technology and personalisation.

The launch featured activities including a balance-board challenge, an in-store claw machine and a pedal-powered smoothie station.

Sumeet Yadav, head of Reliance Brands Limited, said Indian activewear consumers increasingly expect products that combine performance with design.

“The Indian activewear consumer now expects apparel that performs as well as it looks, and Fabletics answers that with a rare combination of design, technology and accessibility.”

Yadav said the Delhi launch, built around experience and personalisation, was intended to introduce the brand to Indian consumers, adding that the company sees “significant headroom to grow Fabletics across the country.”

Mumbai store next

Fabletics' India collection will include activewear and accessories for both women and men. The range covers leggings, pants and joggers, shorts, sports bras, tank tops, polo shirts, sweatshirts, jackets and vests, along with bags and hats.

The company said its next India store is planned for Mumbai, although it did not provide a timeline for the launch.

Founded in 2013 and headquartered in Los Angeles, Fabletics said it has more than 3 million active customers and operates more than 135 retail stores globally. Its collections are also available online across North America, Europe and other international markets.

RBL, a subsidiary of Reliance Retail Ventures, has partnerships with several global fashion and lifestyle brands. The company said it currently operates 1,697 doors in India, comprising 935 stores and 762 shop-in-shops.

Meera Bhatia, President, Fabletics, said, “Opening our first store in India is a major milestone and an exciting opportunity for customers to experience Fabletics firsthand. The store brings together two core strengths of our brand: incredible product and technology designed around the customer, creating a retail experience that feels seamless, intuitive and personalised.”