Dive Brief:
- Fabletics on Tuesday launched its Any-Wear collection, which features pieces that were “created to be worn anywhere and at any time.”
- The collection includes 18 different pieces, like pants and a new midi dress style, designed to be mixed and matched, the company said in an announcement emailed to Retail Dive.
- The collection, which includes sizes XXS to 4X, will be available online and in Fabletics stores across the U.S. and Europe.
Dive Insight:
Over the past few years, Fabletics has launched a number of new collections and products to expand its offerings.
In April 2020, the DTC brand launched its men’s line. Then last year, Fabletics debuted a loungewear line dubbed Lounge and introduced a Velour clothing line. The latest Any-Wear collection, the company said, is in part a response to the growing casualization of workwear and consumers wanting styles that can be worn through various activities.
“At Fabletics, we are always looking for innovative ways to accommodate the evolving lifestyles of our customers,” Jennifer Chevchek, vice president of Women’s Design at Fabletics, said in a statement. “We’ve listened to what our community wants, and the Any-Wear Collection is designed to give our customers a reason to wear Fabletics 24 hours a day, 7 days a week. As we continue to expand our style portfolio, we are thrilled to branch into designing performance-ready looks for all occasions.”
Since its founding in 2013, the company — backed by actress Kate Hudson — has expanded beyond just selling apparel. In March last year, the company introduced a fitness app to capitalize on the rising popularity of at-home fitness during the pandemic. And in July, it launched a resale program.
The wave of expansions may also signal that the company is eyeing its next move. Fabletics in July reportedly tapped banks to help it prepare for an IPO, which it hoped would value it at more than $5 billion, according to The Wall Street Journal. A potential IPO for Fabletics would add to the wave of public listings by e-commerce companies recently.
