Fabletics Co-Founder Looks Back on 10 Years of Fashionable Fitness Gear
It’s been a decade since Fabletics burst onto the scene, offering stylish and functional activewear for women. Co-founded by Swedish entrepreneur Adam Goldenberg, the brand has become a go-to destination for fashion-forward fitness enthusiasts. As the company celebrates its 10th anniversary, Goldenberg takes a moment to reflect on the journey and share the secrets to Fabletics’ success.
Fabletics was born out of a desire to fill a gap in the activewear market. Goldenberg and his co-founders, Don Ressler and Kate Hudson, saw an opportunity to create high-quality, fashionable activewear at an affordable price point. They wanted to provide women with options that were both stylish and functional, allowing them to seamlessly transition from the gym to the street without sacrificing on style.
From the beginning, Fabletics set out to disrupt the traditional retail model by embracing a direct-to-consumer approach. By bypassing traditional middlemen and selling directly to consumers online, the brand was able to offer premium quality activewear at a fraction of the cost. This approach resonated with consumers, and Fabletics quickly gained a loyal following.
In addition to its direct-to-consumer model, Fabletics also introduced a unique subscription service that allowed customers to receive a new outfit each month at a discounted price. This innovative approach to retail helped Fabletics stand out in a crowded market, and the brand’s subscriber base grew rapidly.
Another factor that contributed to Fabletics’ success was its focus on inclusivity. The brand sought to cater to women of all shapes and sizes, offering a wide range of sizes and styles to ensure that every woman could find activewear that made her feel confident and empowered. This commitment to inclusivity resonated with consumers, and Fabletics quickly established itself as a leader in the activewear industry.
As Fabletics celebrates its 10th anniversary, Goldenberg is proud of the brand’s accomplishments and the impact it has had on the activewear industry. He credits Fabletics’ success to its commitment to quality, affordability, and inclusivity, as well as its ability to adapt to the changing needs of consumers.
Looking back on the past decade, Goldenberg acknowledges that Fabletics has faced its fair share of challenges. The rise of athleisure and the increased competition in the activewear market have presented obstacles for the brand. However, Fabletics has consistently adapted to these challenges, continuing to innovate and provide women with the stylish and functional activewear they crave.
Goldenberg is particularly proud of the brand’s commitment to sustainability. Fabletics has made significant strides in reducing its environmental footprint, using sustainable materials and implementing eco-friendly practices throughout its supply chain. This dedication to sustainability reflects Fabletics’ values and has resonated with eco-conscious consumers.
As Fabletics looks to the future, Goldenberg is excited about the brand’s potential for continued growth and innovation. He anticipates that Fabletics will continue to expand its product offerings, introducing new styles and technologies to meet the evolving needs of consumers. He also sees opportunities for international expansion, with a particular focus on the brand’s home country of Sweden.
In reflecting on the past 10 years, Goldenberg is grateful for the support of Fabletics’ loyal customers and the hard work of the brand’s dedicated team. He sees Fabletics as more than just an activewear brand; it’s a community of women who empower and support each other in their fitness journeys. This sense of community has been a driving force behind Fabletics’ success and will continue to be a guiding principle for the brand moving forward.
As Fabletics enters its second decade, Goldenberg is optimistic about the future and committed to continuing to deliver stylish and functional activewear that empowers women to look and feel their best. He believes that Fabletics’ unique combination of quality, affordability, and inclusivity will continue to set the brand apart in the activewear market, ensuring that Fabletics remains a go-to destination for fashionable fitness gear for years to come.