US activewear brand Fabletics has opened its first Indian store at DLF Promenade in New Delhi, with partner Reliance Brands Ltd (RBL). The two announced their partnership in late August, under which RBL will build the brand in India through stores and a dedicated Indian website.
The store sells men’s and women’s activewear for training, running, yoga and Pilates, from leggings, joggers and sports bras to jackets, polos, bags and hats. Fitting rooms use RFID tags and a tablet that shows other sizes and styles, so shoppers can ask for alternatives without stepping out. A second store is planned in Mumbai.
Sumeet Yadav, Head of Reliance Brands, said Indian shoppers want activewear that delivers on both performance and style, and he sees plenty of room to grow Fabletics across the country. Meera Bhatia, President of Fabletics, called India an important next step in the brand’s international expansion.
Market Research Outlook: Global activewear labels keep choosing Reliance as their way into India, betting that fitness habits in big cities will drive premium demand. Tech enabled stores give Fabletics a point of difference against established sportswear names. Its success will hinge on pricing for Indian buyers in a fast growing but price conscious sports apparel market.
