Page 16 - #203 November 2025

INTERVIEW

From Activewear to Everywhere

From digital disruptor to global omni-channel powerhouse, Fabletics has
redefined the active lifewear landscape. RLI spent some time with Meera Bhatia,
President and COO of Fabletics, to discuss the brand’s evolution from clicks to
bricks, its strategic global expansion and the future of active lifewear.

Beginning life as a digital-first brand, Fabletics has since resent the spirit of our company,” says Meera Bhatia, President
become one of the most successful examples of a business and COO of Fabletics. “On the service side, we have defined a
expanding into physical retail. Leveraging data-driven insights, clear signature experience that we call “Moments” that guides
community engagement and an innovative membership model, how we engage the customer. Culture energises teams, service
they continue to blend fashion, fitness and technology as it differentiates the brand and everything else - technology, oper-
expands its global retail footprint. ations, merchandising - amplifies those two pillars.”
The move into bricks-and-mortar arose because they wanted to The business has invested in a proprietary technology stack
create an opportunity for customers to see, touch and experience that they believe is a competitive advantage. They process over
Fabletics products. Their retail stores have become a central pillar 70 billion data points daily to deliver a personalised shopping
of growth for the business - they first tested six locations back in experience and that intelligence also drives their in-store POS
2016 and have since scaled to more than 100 stores. application. Store associates can access a member’s purchase
They recently opened their first few locations in Mexico and are history, wish lists and see personalised recommendations.
exploring further growth across Central America, South America, Once a customer enters the fitting room, they are greeted
Europe, Australia and the Middle East over the next few years. by in-room iPads they can use to request different styles or
“In scaling so rapidly, we have learnt that culture and service are sizes. That system then feeds that information back to their
anchors to a great retail experience. We incorporate our culture online experience, delivering a true omni-channel integrated
into hiring, training and daily rituals, so our team members rep- shopping experience.

16 Retail & Leisure International November 2025