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Fabletics sets aggressive store expansion

It made the leap to brick-and-mortar in 2015 with a sleek store model that combines online and physical retail, with a membership model feature. The brand boasts 1.4 million VIP members, who enjoy in-store perks among other benefits. The company said it continues to see over 20% increase in same-store sales year-over-year, and has surpassed $300 million in revenue. In other initiatives, Fabletics plans to debut a “brand evolution” that will result in increased merchandise frequency, with new capsules dropping as often as once a week, as well as enhanced products across all categories. The new collections, available starting in July, utilize advanced performance technologies optimized for different activities, in addition to fashion-forward designs that expand on Fabletics’ signature bright colors and fun patterns. The company is also focused on aggressive global expansion. In the fall, Fabletics will enter its first international distribution partnership, which will introduce the brand to the Philippines through free-standing stores, shop-in-shop concepts and an online shopping site. The agreement is the first of other international partnerships as well as company-owned expansion plans that will result in launching new territories throughout 2018 and 2019. In line with its next phase of growth, the company is also adding to its leadership team, including the appointment of industry veteran Karen Pornillos as VP of design and fashion director. She served as VP of women’s design for Lululemon Athletica, before joining Free People to lead design for the brand’s activewear line.

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