Fabletics

Fabletics is the activewear and athleisure brand co-founded in 2013 by actress Kate Hudson with Don Ressler and Adam Goldenberg under the parent company JustFab Inc. (now TechStyle Fashion Group), the El Segundo, California-based fashion subscription-and-membership group. The company is privately held with significant investment from Rho Capital Partners, Matrix Partners, and additional venture investors, with Kate Hudson continuing as Co-Founder and brand ambassador.

The defining commercial proposition is the VIP membership model, in which approximately 80% of Fabletics customers join the VIP program that combines members-only pricing, monthly product credits, and an integrated subscription-and-skip-month flexibility model that mirrors the broader JustFab platform mechanics. The product range covers women’s activewear (the founding category), men’s activewear (launched 2020 with Kevin Hart as launch partner), and a small swimwear and accessory assortment. Annual revenue is estimated in the $700 million to $1.0 billion range across the consolidated Fabletics business, with the company maintaining private status and continued growth driven by physical retail expansion alongside the DTC-and-subscription core. Fabletics opened its first physical stores in 2018 as a strategic pivot from pure DTC distribution, with the retail network growing aggressively through 2022-2024 as a complementary channel to the dominant online membership business. The brand has expanded internationally through European market entries (the United Kingdom, Germany, France, Spain, the Netherlands) and Canadian operations alongside the core US footprint.

Fabletics operates approximately 100 standalone stores across the United States, the United Kingdom, Canada, Germany, France, Spain, and the Netherlands. The typical Fabletics store occupies 2,500 to 4,500 square feet, with formats integrating the brand’s membership-driven retail mechanics including in-store VIP enrollment, member-pricing visibility, and integrated digital-and-physical inventory access. For mall operators, Fabletics is a Class A and Class B+ specialty athletic tenant for regional and super-regional centers, typically positioned in the contemporary athletic cluster alongside Athleta, Old Navy Active, and value-positioned athletic specialty brands distinct from premium-positioned Lululemon, Alo, and Vuori. The brand’s membership-driven economics produce unusual customer-loyalty profiles that landlords increasingly value as anchors of consistent foot-traffic-and-repeat-purchase patterns.