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Photo by Megan Mertz.
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Photo courtesy of Fabletics.
Move over Lululemon, there’s a new active-wear brand in town. Fabletics (1155 Saint Louis Galleria, Suite 2412, 314-312-0111) opened its first Midwest location in the Saint Louis Galleria on October 1.
The company, which was co-founded by actress Kate Hudson and the team behind JustFab, sells fashion-forward athletic apparel like yoga pants, running shorts, and workout tanks. It also has a line for men called FL2. Outfits start at $49.95 through a subscription-based VIP membership program.
After two years as an online-only retailer, Fabletics announced it was branching out to brick-and-mortar locations. The St. Louis store is one of the first five to open.
“We entered St. Louis for several reasons, but the two most important factors were the customers and the employees,” said Gregg Throgmartin, Fabletics’ president of retail. “Our customers in St. Louis appreciate quality, love fashion, and are smart enough to realize that yoga pants shouldn’t cost $140. They also work hard for their money and expect friendly and knowledgeable service. That’s the employee side of the equation. I’ve done business in this market for a long time and have always loved the work ethic and attitude of our employees. Those factors are what we look at first before we even think about selecting a location.”
Other stores are located in New Jersey, Maryland, Delaware, and California, with another set to open in Ohio.
“For many people, seeing and trying on clothing is still an important part of the shopping experience," said Hudson in a press release issued on September 1. "I’m so excited to be opening physical retail stores and making our stylish, high quality and affordable active-wear designs even more accessible to customers. The Fabletics stores will also be a place for our community to live their passion and connect with others who are also taking steps to living healthier and more active lives.”
Throgmartin said the company aims to create a “seamless” shopping experience between the online and retail locations that will include the option to buy online and pick up in-store and the ability to book in-store styling appointments from the website.
