Fabletics opens first European store in Berlin

Fabletics is opening its first store outside of the United States on Berlin's Ku'Damm. The 306-square-meter boutique includes 150 square meters of retail space and a studio for fitness classes. The store is the athleisure brand's 69th location.

Founded in 2013 by Adam Goldenberg, Don Ressler and Kate Hudson, the brand started out distributing its products exclusively online, before moving into brick-and-mortar retail in 2015. At the heart of the Fabletics system, flexible VIP subscriptions give clients access to a wide range of fitness classes.

The Berlin store will open its doors on October 16, following a restricted opening for select customers the day before.

Using its own tech tools, Fabletics intends to offer an omnichannel experience in its new Ku'Damm space. Customers will be able to use iPads installed in the fitting rooms in order to try out a different size or color, or check stocks and request style advice.

Certain points of sale are equipped with Omnisuite tools, which allow Fabletics staff to help customers make online purchases on the brand's site and organize the free delivery of their orders.

The Berlin boutique also features a large screen where customers can keep up to date with Fabletics' social media activities.

"Berlin is the perfect city for our first European store. Not only because is Germany one of our most important markets in Europe, but also because the dynamism, energy and pulse of Berlin speak directly to Fabletics customers," commented Gerrit Müller, managing director of Fabletics in Europe.

Fabletics opens first European store in Berlin

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