Last updated
Fabletics, LLC
Industry Retail
FoundedJuly 2013 (2013-07)
FounderAdam Goldenberg
Don Ressler
Kate Hudson
Area served
Key people
Don Ressler, CEO
ProductsWomen's sportswear and footwear
Services Online subscription
Revenue$235 million [1]
Parent TechStyle Fashion Group [2]
Website fabletics.com

Fabletics is an American online subscription retailer that sells women's sportswear, footwear and accessories, commonly referred to as "athleisure." [3] [4] [5] The company is best known for its e-commerce business approach and also has 22 brick-and-mortar stores. [6] It offers its members personalized outfits chosen for them based on their lifestyle and fashion preferences [7] and claims to be "all inclusive" with a range of sizing. [8] It is a subsidiary of JustFab, which re-branded to TechStyle Fashion Group in August 2016. [9] [10]

United States Federal republic in North America

The United States of America (USA), commonly known as the United States or America, is a country comprising 50 states, a federal district, five major self-governing territories, and various possessions. At 3.8 million square miles, the United States is the world's third or fourth largest country by total area and is slightly smaller than the entire continent of Europe's 3.9 million square miles. With a population of over 327 million people, the U.S. is the third most populous country. The capital is Washington, D.C., and the largest city by population is New York City. Forty-eight states and the capital's federal district are contiguous in North America between Canada and Mexico. The State of Alaska is in the northwest corner of North America, bordered by Canada to the east and across the Bering Strait from Russia to the west. The State of Hawaii is an archipelago in the mid-Pacific Ocean. The U.S. territories are scattered about the Pacific Ocean and the Caribbean Sea, stretching across nine official time zones. The extremely diverse geography, climate, and wildlife of the United States make it one of the world's 17 megadiverse countries.

Sportswear (activewear) Clothing worn for sport or physical exercise

Sportswear or activewear is clothing, including footwear, worn for sport or physical exercise. Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons.


Athleisure is a trend in fashion in which clothing designed for workouts and other athletic activities is worn in other settings, such as at the workplace, at school, or at other casual or social occasions. Athleisure outfits are yoga pants, tights, sneakers, leggings and shorts, that "look like athletic wear" and are characterized as "fashionable, dressed up sweats and exercise clothing". The idea is that gym clothes are supposedly making their way out of the gym and becoming a larger part of people's everyday wardrobes.



Fabletics officially launched on October 1, 2013. [11] [12] In June 2015, Fabletics launched FL2, its men's activewear line with Kate Hudson's brother and actor, Oliver Hudson. [13] In March 2016, the company expanded its inventory beyond athletic wear by adding dresses and swimsuits. [14] [15] The company has repeated gained press exposure for their advertising tactics; including targeting competitor Lululemon and using footage shot by Hudson on her cell phone. [16] [17] According to Forbes , Fabletics has increased its revenue by 35% each year, with a valuation of $250 million within its first three years of business. The company uses pop-up stores and crowd marketing to increase membership. [18] In these locations, Fabletics stocks apparel based on analytics of its online trends. [6] The company added collections for dresses and swimwear in the spring of 2017. [19] In September 2017, Fabletics announced its first line of official footwear including slip-ons, lifestyle sneakers, and workout shoes. [20] [21]

Oliver Hudson American actor

Oliver Rutledge Hudson is an American actor. He is known for his roles as Adam Rhodes in the CBS comedy series Rules of Engagement (2007–2013), Jeff Fordham on the ABC musical drama series Nashville (2013–2015) and Wes Gardner in the Fox horror comedy Scream Queens. He is currently working on the ABC sitcom Splitting Up Together, produced by Ellen DeGeneres.

<i>Forbes</i> American business magazine

Forbes is an American business magazine. Published bi-weekly, it features original articles on finance, industry, investing, and marketing topics. Forbes also reports on related subjects such as technology, communications, science, politics, and law. Its headquarters is located in Jersey City, New Jersey. Primary competitors in the national business magazine category include Fortune and Bloomberg Businessweek. The magazine is well known for its lists and rankings, including of the richest Americans, of the world's top companies, and The World's Billionaires. The motto of Forbes magazine is "The Capitalist Tool". Its chair and editor-in-chief is Steve Forbes, and its CEO is Mike Federle. It was sold to a Hong Kong-based investment group, Integrated Whale Media Investments.

Fabletic's VIP membership plan has raised some controversy due to the lack of clarity of the conditions and the difficulty to cancel the membership.[ verification needed ] [22]


In September and October 2015, Fabletics opened its first brick and mortar retail stores in malls owned and operated by Westfield and General Growth Properties Inc. In February 2016, Forbes reported that 75 to 100 Fabletics stores are scheduled to open over the next three to five years. [23]


Hudson was named the ambassador for Fashion Targets Breast Cancer with Fabletics partnering on a pink capsule collection to support breast cancer awareness. [24] In May 2017, the company announced a collaboration with singer Demi Lovato in support of the United Nations Foundation's Girl Up campaign. [25]

Demi Lovato American singer, actress, and author

Demetria Devonne Lovato is an American singer, songwriter, and actress. After appearing on the children's television series Barney & Friends as a child, she received her breakthrough role as Mitchie Torres in the Disney Channel television film Camp Rock (2008) and its sequel Camp Rock 2: The Final Jam (2010). The former film's soundtrack included Lovato's debut single, "This Is Me", which peaked in the top ten on the Billboard Hot 100. Following this success, she signed with Hollywood Records in 2008.


The company's subscription business model has been criticized. If subscribers forget to notify Fabletics parent JustFab within the first five days to "skip" the month, the customer is charged anyway. Members receive credit towards future purchases if they forget. [26] A 2015 investigation of the parent company, JustFab, by Buzzfeed found 1,400 Better Business Bureau complaints against JustFab in just over three years. [26] [27]

BuzzFeed, Inc. is an American Internet media, news and entertainment company with a focus on digital media; it is based in New York City. BuzzFeed was founded in 2006 by Jonah Peretti and John S. Johnson III, to focus on tracking viral content. Kenneth Lerer, co-founder and chairman of The Huffington Post, started as a co-founder and investor in BuzzFeed and is now the executive chairman.

The Better Business Bureau (BBB), founded in 1912, is a private, nonprofit organization whose self-described mission is to focus on advancing marketplace trust, consisting of 106 independently incorporated local BBB organizations in the United States and Canada, coordinated under the Council of Better Business Bureaus (CBBB) in Arlington, Virginia.

Related Research Articles

Kate Hudson American actress

Kate Garry Hudson is an American actress, singer, author and fashion designer. She rose to prominence for her performance in the film Almost Famous (2000), for which she won a Golden Globe and was nominated for the Academy Award for Best Supporting Actress. Her other films include How to Lose a Guy in 10 Days (2003), Raising Helen (2004), The Skeleton Key (2005), You, Me and Dupree (2006), Fool's Gold (2008), Bride Wars (2009), Nine (2009), and Deepwater Horizon (2016).

Quiksilver is an Australian retail sporting brand, founded in Torquay, Australia, but now based in Huntington Beach, California. It is one of the world's largest brands of surfwear and other boardsport-related equipment. The company Quiksilver Inc. was renamed Boardriders Inc. in March 2017, making it the owner of Quiksilver, Roxy, and DC Shoes. In 2018 Boardriders acquired Billabong International Limited, gaining the Billabong, Element, Von Zipper, RVCA and XCEL brands.

Industria de Diseño Textil, S.A. is a Spanish multinational clothing company headquartered in Arteixo in Galicia.

Pacific Sunwear of California Inc., branded as PacSun, is a United States-based retail clothing brand rooted in the youth oriented culture and lifestyle of California. The company sells lifestyle apparel, along with footwear and accessories designed for teens and young adults. As of late 2017, the company operated over 600 stores in all 50 states and Puerto Rico. PacSun is headquartered in Anaheim, California, and operates a distribution center in Olathe, Kansas. The company's regional directors, district managers and store positions are located throughout the United States. The company went bankrupt in April 2016 and is now owned by Golden Gate Capital. This was the company's third time filing bankruptcy.

Michael Kors American fashion designer

Michael David Kors is an American fashion designer. He is the chief creative officer of his brand, Michael Kors, which sells men's and women's and ready-to-wear, accessories, watches, jewelry, footwear and fragrance. Kors was the first women's ready-to-wear designer for the French house Celine, from 1997 to 2003. On January 2, 2019 Michael Kors Holdings Limited officially changed its name to Capri Holdings Limited, of which Michael Kors is the Honorary Chairman and Director. Michael Kors, Jimmy Choo and Versace are the three founder-led brands under Capri Holdings Limited.

Aldo Group

The Aldo Group is a Canadian retailer that owns and operates a worldwide chain of shoe and accessories stores. The company was founded by Aldo Bensadoun in Notre-Dame-de-Grâce, Quebec, in 1972, where its corporate headquarters remain today. It has grown to become a worldwide corporation, with nearly 3,000 stores under three retail banners: ALDO, Call It Spring/Spring and GLOBO. Stores in Canada, the U.S., the U.K., and Ireland are owned by the Group, while international stores are franchised. The company once operated the now closed or rebranded banners. Little Burgundy, Simard & Voyer, Christian Shoes, Access, Pegabo, Transit, Stoneridge, Locale, Feetfirst and FIRST.

Delia's, Inc. is a direct marketing and retail company composed of two lifestyle brands primarily targeting preteen girls (#deliasgirls) 7-13 and teenage girls between the ages of 13 to 19.

MAS Holdings

MAS Holdings is South Asia’s largest manufacturer of lingerie. The company was founded in 1987 by Mahesh, Sharad and Ajay Amalean, deriving its name from the initials of the three brothers. MAS Holdings began as an intimate apparel manufacturer and later diversified into sportswear, performance wear and swimwear.

Max Azria American fashion designer

Max Azria is a Tunisian fashion designer who founded the contemporary women's clothing brand BCBGMAXAZRIA. Azria was also the designer, chairman and CEO of the BCBG Max Azria Group, a global fashion house that encompassed over 20 brands. Azria left BCBG in 2016. BCBG Max Azria filed for bankruptcy in 2017 and was sold to Marquee Brands and Global Brands Group.


Mark's is a Canadian clothing and footwear retailer specializing in casual and industrial wear. Beginning in 1977 as Mark’s Work Wearhouse in Calgary, Alberta, it evolved from an industrial accessories dealer to a men’s casual and industrial wear retailer. The company operates over 380 stores across Canada and has been a subsidiary of Canadian Tire since 2002. The company rebranded in 2012 as Mark’s in an effort to appeal to a wider customer base and reflect its expanded product offerings.

Yoga pants non-binding stretch pants originally worn as athletic or leisurewear

Yoga pants are a type of flexible, form-fitting pants designed for the practice of yoga as well as other physical activities that involve a lot of movement, bending and stretching. They are typically worn for sports and physical exercise, martial arts, dancing, pilates, or aerobics. These pants are generally made from a blend of cotton, lycra spandex, nylon, polyester, wool, or a similarly light and stretchy synthetic material giving the pants a very soft, smooth, polished and silky finish when worn. Although designed specifically for yoga, the pants are also casually worn as everyday dress by many women.

Truth or Dare by Madonna

Truth or Dare by Madonna is a lifestyle brand by American singer Madonna. It is the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group. This is the second brand from the venture after Material Girl, which is a fashion line designed by Madonna and her daughter Lourdes and launched in 2010. Initially the line will be launched with handbags, footwear, accessories, intimates and fragrances.

TechStyle Fashion Group, formerly JustFab Inc., is an online subscription fashion retailer that carries selections of shoes, handbags, jewelry, and denim. It offers a personalised shopping experience based on members' indicated fashion preferences.

Kate Spade New York American fashion design house

Kate Spade New York is an American luxury fashion design house founded in January 1993 by Kate and Andy Spade. Jack Spade is the brand's line for men. Kate Spade New York competes with Michael Kors. In 2017, the company was purchased by, and is now part of, Tapestry, Inc., formerly known as Coach.

The Higg Index is an apparel and footwear industry self-assessment standard for assessing environmental and social sustainability throughout the supply chain. Launched in 2012, it was developed by the Sustainable Apparel Coalition, a nonprofit organization founded by a group of fashion companies, the United States government Environmental Protection Agency, and other nonprofit entities.

Ashley Olsen American actress

Ashley Fuller Olsen is an American fashion designer, businesswoman, author, and former actress and producer. She began her acting career one year after her birth, sharing the role of Michelle Tanner with her twin sister Mary-Kate Olsen in the television sitcom, Full House (1987–1995). They also starred in numerous films together.

Cherokee Inc., also known as Cherokee Global Brands, is an American based global apparel and footwear company, headquartered in Sherman Oaks, California. The company was established in 1973 and its brands are available in 110 countries in 12,000 retail locations and on digital commerce.

Tory Burch (company) Fashion Brand

Tory Burch LLC, known as Tory Burch, is an American fashion label owned, operated and founded by American designer Tory Burch.

Allbirds wool footwear startup company

Allbirds is a San Francisco-based direct-to-consumer startup aimed at designing environmentally friendly footwear. Allbirds first shoe was the Wool Runner, which is made from New Zealand superfine merino wool. The company claims to keep the brand as eco-friendly as possible and is a certified B Corporation. In March 2018, the company started offering their footwear with eucalyptus tree fiber. In August 2018, a flip-flop collection made of bioplastic foam from sugar cane was released by Allbirds.


  1. Wertz, Diana (4 August 2017). "Why Successful Brands Like Fabletics Leverage the Power of the Crowd". Huffington Post. Retrieved 3 September 2017.
  2. Hamanaka, Kari (21 November 2016). "TechStyle's TechFirst Strategy Has It on Course to Hit $1B". Women's Wear Daily. Retrieved 3 September 2017.
  3. "How Kate Hudson's Fabletics is cashing in on the athleisure craze". Yahoo Finance. 16 August 2016.
  4. Young, Katy Young (October 16, 2013). "Fabletics: Kate Hudson's new workout gear". Telegraph.co.uk. Retrieved November 20, 2013.
  5. "Fabletics". JustFab Inc.
  6. 1 2 Paul Armstrong (16 November 2016). "How Kate Hudson's Fabletics Is Taking On Amazon". Forbes . Retrieved 18 December 2016.
  7. MacVean, Mary MacVean (November 2, 2013). "It's workout time with Kate Hudson, who's wearing her Fabletics gear". Los Angeles Times. Retrieved November 12, 2013.
  8. Kell, John (19 October 2016). "Kate Hudson: It's Important Fabletics Is "All Inclusive"". Fortune. Retrieved 3 September 2017.
  9. "JustFab Rebrands as TechStyle". Apparel. 18 August 2016.
  10. "JustFab Changes Name to TechStyle Fashion Group". Women's Wear Daily. 18 August 2016.
  11. "Kate Hudson's Fabletics Line Launches Today: Will You Shop It?". People.com. October 1, 2013. Retrieved November 12, 2013.
  12. Lestch, Corinne Lestch (October 2, 2013). "Kate Hudson starts athletic apparel and accessories line Fabletics". New York Daily News. Retrieved November 20, 2013.
  13. Hughes, Aria Hughes (June 4, 2015). "Kate Hudson and Oliver Hudson Celebrate FL2 Launch". Women's Wear Daily.
  14. Bonner, Mehera Bonner (March 29, 2016). "Kate Hudson to the Lazy-Girl Rescue: Steal Her Secrets for Wearing Athleisure at Night". Marie Claire.
  15. Erdogan, Melodi Erdogan (April 5, 2016). "When Do Fabletics Dresses Come Out? Shop These Athleisure Styles, Stat". Bustle.
  16. Finger, Bobby (30 November 2015). "Kate Hudson's Fabletics Targets Lululemon, Visible 'Pussy' in New Commercials". Jezebel.
  17. "Kate Hudson Makes Her New Fabletics Spot 'Feel Like You're Scrolling Through Her Instagram Feed'". Adweek. 28 July 2016.
  18. Wertz, Diana (2017-08-04). "Why Successful Brands Like Fabletics Leverage the Power of the Crowd". Huffington Post. Retrieved 2017-08-17.
  19. Kaiser, Amanda (17 November 2016). "Kate Hudson's Fabletics Plans Aggressive Retail Expansion". Women's Wear Daily. Retrieved 3 September 2017.
  20. Kari Hamanaka (19 September 2017). "Kate Hudson's Fabletics Launches Women's Footwear Push". WWD.
  21. Renee Cherry (19 September 2017). "Fabletics Just Launched Their First Line of Shoes". Shape.
  22. O'Connor, Clare. "Fabletics, Kate Hudson's Controversial Athleisure Brand, Plans To Open 100 Stores". Forbes. Retrieved 2018-03-18.
  23. Chapman, Adele (February 15, 2016). "Fabletics Plans to Open 100 Stores in the Next Few Years". Racked.
  24. Chabbott, Sophia (28 September 2016). "Kate Hudson Talks Fitness and Style as She Takes on Ambassadorship of Fashion Targets Breast Cancer". Women's Wear Daily. Retrieved 3 September 2017.
  25. Tom Ward (June 6, 2017). "Kate Hudson: From 'Almost Famous' To Fabletics Greatness". Forbes.
  26. 1 2 O'Connor, Clare. "Fabletics, Kate Hudson's Controversial Athleisure Brand, Plans To Open 100 Stores". Forbes. Retrieved 2018-04-19.
  27. Feldman, Jamie (2015-09-30). "Is Kate Hudson's 'Fabletics' A Scam? Unhappy Customers Weigh In". Huffington Post. Retrieved 2018-04-19.