Etailer Fabletics Moves into Brick- and - Mortar Stores

Activewear etailer Fabletics is moving into the big leagues by opening its first five physical stores this fall. Cofounded by actres Kate Hudson in 2013, the brand features fashion-forward activewear for women and men.

The stores will open in General Growth Properties malls, including Bridgewater (N.J.) Commons; Christiana Mall, in Wilmington, Del.; Kenwood Towne Centre, in Cincinnati; The Mall in Columbia (Md.) and Saint Louis (Mo.) Galleria. The stores will feature an assortment of amenities to provide an elevated experience for shoppers, including mobile points of sale, free shipping from warehouses for out-of-stock items, in-store fitting appointments, buy online and pick-up in store (BOPUS), as well as a virtual shopping cart to help customers complete their shopping online after their in-store visit. 

"Adding Fabletics stores to our mall portfolio will give shoppers more access to an innovative activewear brand that is already making waves online," said Alan Barocas, senior executive vice president of leasing at General Growth Properties, in a press release. "More and more, we are seeing pure-play retailers like Fabletics see the value of adding physical locations to enhance sales and brand visibility. In fact, 90 percent of all U.S. retail sales occur at physical stores, and when a pure-play retailer opens a physical store, they see online sales increase three to five times in the same trade area."
 
"We are excited to be opening our first retail locations with GGP," said Gregg Throgmartin, president of retail, Fabletics, in a press release. "As an e-commerce leader that is expanding into brick-and-mortar retail, it was key that we partner with an innovative shopping center owner that has introduced cutting-edge retail concepts to fashion-forward and stylish customers." 

http://www.icsc.org/press/etailer-fabletics-moves-into-brick-and-mortar-stores

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