Fabletics ramps things up
KATE HUDSON’S athleisure brand Fabletics is stepping up its game.
The Hollywood star’s fitness apparel brand is marking its five-year anniversary by increasing its collection frequency, meaning it will drop new launches as regularly as once a week. The label is also incorporating the latest performance technologies into its signature bright, colourful fashion pieces, which will be unveiled later this month.
“I am proud and humbled by how far we’ve come as a brand,” said co-founder Hudson. “We set out to create an inclusive community where women would feel empowered to live an active lifestyle. Five years later, we’ve done that and so much more.” She added: “I’m excited to take Fabletics to the next level as we set in motion our vision to double revenue through new initiatives.”
To succeed in driving the brand’s evolution, Hudson has recruited a slew of new talent, including a new vice-president of design and fashion director, Karen Pornillos, who made a name for herself at Lululemon Athletica and Free People. Shefali Shah has also joined the brand as vicepresident of merchandising from lingerie giant Victoria’s Secret.
Hudson co-founded Fabletics in 2013, with the aim of offering high-quality, direct-to-consumer activewear for women at an accessible price point, and the brand has since grown rapidly to include more than 1.4 million VIP member customers from 10 different countries, and quickly surpassed US$300 million in annual revenue. – AFP Relaxnews