Fabletics Looks Beyond US For Global Growth
Speaking to NRF 2026: Retail’s Big Show at the New York event in January, Meera Bhatia, president and chief operating officer of Fabletics, said that the past year had seen the company blend digital scale with a growing store portfolio.
In all, Fabletics opened 20 locations during 2025, bringing its global total to 120 stores, 114 of which are in the United States. This year the company plans to accelerate that store opening programme with another 40 locations, nearly evenly divided between the US and international markets.
Following NRF 2026: Retail’s Big Show, the company made a splash in the Middle East with a creator-led launch event in the UAE. The activation, delivered by creative agency IMA, is one of what the company called “four experiential moments” designed to introduce the brand to the region ahead of its store opening later this year in partnership with GMG.
For now, the most totemic symbol of Fabletics’ retail ambitions is its recently opened flagship at the Century City mall in Los Angeles. Bhatia said that it was an opportunity to bring together the complete women’s and men’s assortments alongside its newer scrubs line within a new concept environment. The Century City location has also been conceived as a community hub to help build the brand’s consumer connections.
Fabletics has built its business around a membership model that promises value and convenience at scale. The brand also has a little celebrity stardust as Hollywood actress Kate Hudson was an early spokesperson and investor for the business, launched by entrepreneurs Adam Goldenberg, Don Ressler, and Ginger Ressler, and she remains a stakeholder.
More recently it has turned to celebrity collaborations, including an NFL tie-up with Cincinnati Bengals’ star wide receiver Ja’Marr Chase and the launch of its first collection with actress and singer Keke Palmer, introducing a 17-piece capsule built around the brand’s signature PowerHold fabrication.
Members account for more than 90% of sales and promotions, communications and discounts have helped create a loyal customer base, Bhatia stressed, though expansion into international markets may require some flexibility in this approach as the brand looks to build recognition beyond the US and encourage new shoppers.
“Our membership model remains a cornerstone of our brand and continues to deliver great value for customers. In this next phase, we are going to drive both our digital and our physical retail channels as integrated experiences. Technology and data will allow us to understand our members better than ever, while physical spaces will deepen our connection with them and our community,” Bhatia said.