Fabletics, the activewear brand partly owned by actress Kate Hudson and endorsed by reality star Khloe Kardashian, is preparing to expand its physical presence in the UK amid a growing fitness trend. Although the brand’s UK sales dipped slightly by 1 per cent to £19 million, it reported a 9 per cent rise in pre-tax profits, reaching £637,000 despite facing higher operational costs. Internationally, the company boasts sales of £630 million and aims to grow this to £750 million within two years.

The brand's current UK strategy involves selling its products online and through the high street retailer Next. However, Fabletics plans to open its own stores soon, marking a significant step in its efforts to connect more directly with British consumers. This move reflects wider consumer trends, particularly among younger generations like Gen Z, who increasingly prioritise mental and physical health, according to Mark Ralea, Fabletics’ European head.

Founded in 2013 by Kate Hudson alongside Adam Goldenberg and Don Ressler, Fabletics has built a reputation for offering fashionable yet affordable activewear. Its membership model gives subscribers access to exclusive deals and personalised shopping experiences, which has helped the brand establish a loyal customer base both in the US and abroad. The company emphasizes inclusivity and empowerment, aiming to motivate individuals on their fitness journeys by providing stylish, high-quality apparel.

In the UK, Fabletics has already rolled out several physical stores to allow customers to experience the brand firsthand, offering a curated range of products that shoppers can try on before purchasing. This physical expansion is complemented by a comprehensive online presence that includes detailed shipping options, returns policies, and frequent promotional sales to maintain customer satisfaction and accessibility.

Fabletics’ membership program in the UK continues to play a vital role in its business model, offering members perks such as discounted prices, early access to new collections, and flexibility to shop monthly or opt out without penalties. This blends convenience with value, catering effectively to the preferences of active, style-conscious consumers.

The company’s drive to extend its footprint into physical retail, paired with its established online and membership offerings, positions Fabletics to capitalise on the growing trend towards health and fitness in the UK. While the slight sales dip might signal near-term market challenges, the rise in profitability and planned store openings indicate confidence in sustained future growth.

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Source: Noah Wire Services