Soon the fitness obsessed (starting with those in the Valley) will have a new place to score celeb-approved capris, tanks, and hoodies. Fabletics, the online fitness fashion brand fronted by actress Kate Hudson, has announced a September 17 opening date for its first ever retail store.
The shop will live at The Village at Westfield Topanga in Woodland Hills—a brand new hub of style, health and beauty that’s also set to include a YogaWorks location, a dance studio by Karina Smirnoff of Dancing With the Stars fame, other fitness fashion shops (Athleta and Asics), salons (Drybar and Blushington), clean eats (Pressed Juicery, Tender Greens), and a weekly farmer’s market.
To answer the big question for those of us who live in Los Angeles proper—will Fabletics be worth a 40-plus minute drive on the 101?—all signs point to yes. Not only will the shop carry the latest looks from the under-$100 women’s line, but it’ll also stock a brand’s new men’s collection.
Some pretty cool online-offline services will also play a role in the store concept, according to the brand, which has focused on “making the online shopping experience easy, engaging, and stylish.” Think in-store pickup of online orders for those times when you need your graffiti-print tights for barre class. right. now.
But Fabletics is really fixed on price point as the clincher. “Our goal was to make product as good as—or better than—anyone else’s in the market, at half the price,” says Gregg Throgmartin, Fabletics’ president of retail. “However, there is a segment of the market that finds it hard to believe that the quality can be that good at our price points. There are still plenty of people who want to….touch and feel the product before they buy. We want to reach those people.”
And how will they do that? Five additional Fabletics boutiques are planned for malls across the country—in New Jersey, Maryland, St. Louis, Cincinnati, and beyond. And Hudson’s fame, we’re thinking, should help things along, too. —Erin Magner
Fabletics, The Village at Westfield Topanga, 6100 Topanga Canyon Blvd., Woodland Hills, CA, 91367, 747-900-2800, www.fabletics.com