Fabletics Opens At Domain Northside

Active lifestyle clothing brand, Fabletics, opens its first Austin location.




C/O Karla Otto Communications

Fabletics has arrived in Austin.

The active-lifestyle brand clothing co-founded by Kate Hudson in 2013, opened its doors at the Domain earlier this month on May 1. The Austin store is one of 12 new retail stores the company will open in 2019, continuing to expand beyond its digital roots into brick-and-mortar retail.

“I’m excited to continue to expand our retail footprint and bring our new store concept to Austin,” stated Kate Hudson, Fabletics cofounder, in a press release. “Fabletics is a brand for all women and our mission from the very beginning was about so much more than just creating cute activewear. We wanted to build an inclusive community that inspired women to live an active lifestyle – and I am thrilled to bring that to the amazing women in Austin!”

Marking the brand’s first store in Austin, the space reflects Fabletics new store concept, which debuted at the opening of the Bellevue Square Store in Seattle, Washington, last year. Integrating the brand’s digital roots with its active-lifestyle DNA, the environment seamlessly blends innovative technology touch points with organic textures and natural elements to create a warm and inviting experience. A neutral palette of white, grey, taupe and ash serves as the perfect canvas to showcase the collection’s iconic seasonal prints and vibrant color palettes. The mix of textures including a rustic brick wall, refined metals, natural wood and a cool grey herringbone tile floor add dimension to the space. A new Lounge Bar features a statement quartz countertop and is anchored by a feature wall and custom lighting fixture that blends contemporary design with hints of nature. The new, adjacent lounge area, furnished with plush chairs, recharging stations and refreshments provides a relaxing, full-service experience for customers.

In addition to the new look and feel of the store, new technological enhancements and amenities further elevate the Fabletics shopping experience. The brand’s proprietary OmniSuite and OmniShop technologies allow customers to request a different size or color, check stock, and engage styling tips without leaving the fitting room, while digital kiosks invite members and guests to seamlessly view member pricing and outfit inspiration. iPod-basedPOS systems also allow Fabletics associates to help customers shop the website and arrange for free shipping of products directly to the customer’s doorstep. The technology also connects in-store shopping to digital Fabletics profiles, allowing guests to shop seamlessly online and off.

Mirroring the Fabletics.com experience, in Fabletics stores customers can choose to shop through the brand’s Flexible VIP Membership program or at regular retail prices. The brand’s membership program gives back to its over 1.4 million members by providing high-quality activewear at an unrivaled value with exclusive membership benefits such as access to members-only collections, up to 50 percent off every purchase and exciting community perks — including exclusive content, special offers from carefully curated health and wellness experts, and much more. Fabletics also offers a great loyalty program that gives members cash and free gear in exchange for points.

Fabletics continues to celebrate its opening in Austin with several in-store activations, events, promotions and giveaways.

For more information, visit Fabletics.com.

 
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