Fabletics to enter India with Reliance Brands, opens first store in Delhi
ADVERTISEMENT
US-based activewear brand Fabletics is set to enter the Indian market in partnership with Reliance Brands Limited (RBL), marking its latest expansion into a market where fitness, fashion, and athleisure are increasingly converging.
The brand will launch simultaneously through a dedicated India website and its first mono-brand store at DLF Promenade in Vasant Kunj, New Delhi. A second store in Mumbai is expected to follow shortly, Fabletics said in a statement on Wednesday.
Under a long-term partnership, RBL will develop and operate the Fabletics business in India through an omnichannel model spanning standalone stores, e-commerce and experiential retail formats. The partnership will combine Fabletics’ global product and creative proposition with RBL’s experience in scaling international fashion and lifestyle brands in India.
Founded in Los Angeles in 2013, Fabletics has grown from a digitally native activewear company into a global omnichannel business with more than 125 retail locations. The brand has built its proposition around performance apparel with a fashion-led approach, including proprietary fabrics, bold colours and contemporary silhouettes.
The company said its India assortment will include women’s and men’s activewear for training, running, yoga, Pilates and everyday movement. The products will combine performance fabrics with fashion-focused designs aimed at allowing consumers to move from workouts to everyday activities.
“India is undergoing an incredible transformation, driven by young consumers embracing movement, mindfulness, and athleisure as essential to their everyday lives,” said Sumeet Yadav, Head, Reliance Brands Limited. He added that Fabletics’ focus on fashion-forward design and everyday wear made it a natural fit for the evolving Indian market.
Meera Bhatia, President, Fabletics, said India represented an important next step in the company’s international growth. “We built Fabletics around the idea that consumers shouldn't have to choose between performance, style and value,” she said, adding that RBL’s market understanding and ability to build global brands in India made it the right partner for the company’s long-term ambitions.
RBL, a subsidiary of Reliance Retail Ventures, currently operates more than 1,855 doors across India, including standalone stores and shop-in-shops. Its portfolio includes several global fashion and lifestyle brands across the luxury and premium segments.
Fabletics has more than 3 million active customers globally and sells its collections across North America, Europe and other international markets, besides operating more than 125 retail stores worldwide.