Fabletics Makes India Retail Debut with First Store

U.S.-based activewear brand Fabletics has made its India retail debut with the opening of its first store at DLF Promenade in New Delhi, according to media reports.

The store offers a wide selection of apparel and accessories for women and men, including leggings, joggers, shorts, sports bras, tops, polo shirts, sweatshirts, jackets, vests, bags and hats.

Positioned as an experiential retail space, the store features RFID-enabled fitting rooms. In-room tablets identify the products brought into the fitting room and display alternative sizes and styles that customers can request without leaving the room.

The launch was marked by a balance-board challenge, with shoppers winning prizes from an in-store claw machine. The DLF Promenade atrium also hosted a pop-up and a pedal-powered smoothie station where visitors could blend their own complimentary drinks.

“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 follows the Californian brand’s partnership with Reliance Brands Limited, signed a month earlier.

“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.”

A second Fabletics store in Mumbai is set to open soon.