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Fabletics Bridges Digital and Physical Retail on Broadway

Fabletics Bridges Digital and Physical Retail in Broadway Pop-Up

Organization: Fabletics

Date Opened:  April 2019

Address: 577 Broadway, New York, NY 10012

Hours of Operation: Monday-Saturday 10AM – 9PM / Sunday 11AM-7PM

Social Media: Website | Instagram | Twitter | YouTube | Facebook

Digital-first activewear brand Fabletics has opened a pop-up store on Broadway

Fabletics, a digitally-native brand which specializes in activewear, has opened a physical location in SoHo Broadway, one of 28 retail locations in the U.S. Co-founded by Kate Hudson in 2013, the company has become known for its membership-based business model, in which Fabletics VIP members receive hand-picked outfits each month.

The SoHo pop-up, located at 577 Broadway, is a 2,743 square foot experience that combines Fabletics’ signature design elements with customized mobile fixtures and fun, interactive experiences, including a miniature boxing ring, complete with custom designed boxing gloves, and a medicine ball installation.

As reported by TechCrunch, Fabletics’ SoHo Broadway pop-up integrates technology into the physical shopping experience via a proprietary POS system called OmniShop, which tracks conversion of every item that goes into a dressing room, by size, color and style, down to each individual customer. This system allows Fabletics to maintain quality and understand what’s trending. The SoHo pop-up also has iPads in each of the dressing rooms that are personalized to each customer and provide a single-tap button that calls an associate for assistance. Fabletics is also testing “heat maps” in the store to measure interest in particular products.

“I’m so excited to finally bring Fabletics to New York!” stated Kate Hudson, Fabletics Co-founder. “New York is like my home away from home, where I spent much of my adult life. Plus, we have a ton of members in the tri-state area who have been asking us to open a store in the city.”

To learn more, visit Fabletics’ website and follow on Instagram, Twitter, YouTube, Facebook.

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