Fabletics opens first India store

Fabletics on Tuesday announced the opening of its first-ever India, with the U.S. activewear brand opting for the nation’s capital New Delhi to make its debut.

Located at the the city’s DLF Promenade, the new Fabletics New Dehli store will stock a versatile range of apparel and accessories for women and men, spanning leggings, pants and joggers, shorts, sports bras, tank tops, tops and polo shirts, sweatshirts, jackets and vests, along with bags and hats. 

The new store is “designed as an experience,” seen in the store’s RFID-enabled fitting-rooms, where customers can enter and an in-room tablet recognizes the products carried inside, displays them, and suggests alternative available sizes and styles that can be requested directly from the fitting room.

To celebrate the opening, the store hosted a balance-board challenge where shoppers won prizes from an in-store claw machine, while the DLF Promenade atrium held a pop-up and a pedal-powered smoothie station where visitors cycled to blend their own complimentary smoothie.

 “Opening our first store in India is a major milestone and an exciting opportunity for customers to experience Fabletics firsthand,” said ​Meera Bhatia, president, Fabletics.

“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 personalized.”

Fabletics’ first India store comes one month after the Californian brand inked a partnership with Reliance Brands Limited. 

“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,” said Sumeet Yadav, head, Reliance Brands Limited.

“Opening our first store in Delhi, with a format built around experience and personalization, is the right way to introduce the brand, and we see significant headroom to grow Fabletics across the country.”

Another Fabletics store in Mumbai is due to open shortly.