NATICK – Fabletics, the innovative active-lifestyle brand co-founded by Kate Hudson in 2013, announced it is opening its first store in Massachusetts at the Natick Mall.
The store is one of 12 new retail stores that Fabletics will open in 2019, continuing to expand beyond its digitally native roots into brick-and-mortar retail.
The Fabletics store at Natick Mall encompasses 2,485 square feet, and 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.
“I’m excited to continue to expand our retail footprint and bring our new store concept to Massachusetts,” stated Kate Hudson, Fabletics co-founder. “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 Boston!”
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-based POS 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 1.5 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% 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 will celebrate its official grand opening at Natick Mall with an all-day consumer event on Saturday, July 20, featuring several in-store activations, events, promotions and giveaways.
The Fabletics store at Natick Mall is located on the upper level and is open from 10:00am to 9:00pm Monday through Saturday and from 11:00am to 6:00pm on Sunday.
Fabletics is a global active-lifestyle brand designed with every woman in mind. Co-founded by Kate Hudson in 2013, the brand combines fitness and fashion to make women feel confident at—and beyond—the gym, by offering premium quality activewear at an incredibly accessible price point. Fabletics brings new monthly collections—in sizing ranging from XXS-3X—to a loyal community of over 1.5 million members across ten countries. See (and shop) the full selection of activewear, accessories, shoes and more at Fabletics.com and 30 retail locations across the US.
Natick Mall is owned and operated by Brookfield Properties. Brookfield Properties is a fully-integrated, global real estate services company, providing industry-leading portfolio management capabilities across the real estate investment strategies of Brookfield Asset Management — a global alternative asset manager with over $365 billion in AUM.