Retail Assistant Store Manager

Fabletics launches denim as the athleisure trade loses steam. Key Points * Fabletics is launching its first denim collection, signaling the red hot athleisure market is starting to slow down. * The athletic wear company, which earned more than $1 billion in revenue last year, said denim is on an upswing and consumers are dressing up again, but looking for comfier options. * "We've had over a million of our customers tell us that if Fabletics offered denim, they'd be highly interested in it, and that's really what got us started," Fabletics co-founder and CEO Adam Goldenberg told CNBC in an interview. Athletic apparel maker Fabletics is launching its first denim collection, the company announced Tuesday, signaling the once white hot athleisure category is starting to slow down. The collection, launching online and in select stores on Thursday, will include 11 styles and seven washes across both women's and men's. Items will be priced between $79.95 and $174.95, depending on whether shoppers are members of Fabletics' subscription program. "We've had over a million of our customers tell us that if Fabletics offered denim, they'd be highly interested in it, and that's really what got us started on our journey of expanding into the denim category," Fabletics co-founder and CEO Adam Goldenberg told CNBC in an interview. "We do believe denim is on an upswing. We've seen that, you know, we started [looking into denim] over two years ago, so it's the right time." Fabletics, which earned more than $1 billion in revenue last year, is expanding into denim as consumer preferences change. The "soft" type of dressing that became popular during the pandemic, featuring comfortable joggers, sports bras and hoodies, has fallen out of favor with some shoppers. Instead, as hybrid work begins to fade, many consumers are choosing to dress back up again and are opting for denim over leggings as the casual staple that works both on the weekends and at the office. While the athleisure market is still expanding, that rate of growth has wobbled in North America, data from market intelligence company Euromonitor International show. The sports apparel market is projected to grow 2.3% in North America in 2026 from 2025, down from 3.1% between 2023 and 2024. Meanwhile, the denim market is expected to grow 2.1% this year, up from 0.7% between 2023 and 2024. Globally, the athleisure market grew 2% last year while the denim market grew 4%, according to separate figures from GlobalData. "What we found coming out of the pandemic is like, comforts become king," said Goldenberg. "So even now, as consumers are, I would say, dressing up more they're still wanting to do it in a way that feels good and is more comfortable, right? And we heard that very loudly from our customers when we were developing denim." The U.S. has fallen in and out of love with denim for decades, which has plagued fashion and led major apparel companies like Levi Strauss, American Eagle and Gap to structure their businesses so they're not as exposed to changing styles. Each company is a market leader in denim, but they also have their own athleisure brands, which shields them from shifts in fashion. Changing trends have proven more difficult for niche players like Lululemon, which boomed during the pandemic and is now falling behind as denim reigns supreme again. Lululemon has worked for several years to expand outside of its core yoga pant assortment into more lifestyle categories, including outerwear, T-shirts and made for work trousers, as fashion preferences shifted. The move has allowed Lululemon to increase its total addressable market, but some critics have said it's alienated Lululemon's core customers and contributed to a slowdown in growth in the retailer's core Americas market. Nike's former CEO John Donahoe grew the retailer into a roughly $50 billion brand by focusing on lifestyle and streetwear styles. While the strategy briefly led to growth, it ultimately contributed to a decline in market share because it distracted the company from its core, performance assortment. Now, Nike's new CEO Elliott Hill is working to refocus the brand on sports to win back that core, athlete consumer. Goldenberg disagreed that Lululemon's challenges came from expanding into new categories and instead said Fabletics, along with up and coming private athleisure brands Alo Yoga and Vuori, are taking market share from incumbents. He also said Fabletics' expansion isn't coming at the expense of innovation in its core athleisure products, either. "All these category expansions need to be 'and' and not 'and or' right?" said Goldenberg. "So we need to be doubling and tripling down on our innovation and activewear while we make sure that we're launching denim in a way that, like, is truly the best product out there." He added that Fabletics has already proven it can successfully scale into new categories, which has helped the company get ahead of schedule two years into its five-year plan of doubling revenue and quadrupling profits. In 2020, it launched a men's category, which is now more than a $300 million business, and its scrubs line, which has grown to $75 million in a little over two years. Goldenberg said activewear is still Fabletics' main priority, but category expansion will be critical in winning more sales from its current customers and acquiring new shoppers. "I'll give you scrubs as an example," said Goldenberg. "We're now bringing in thousands of new customers a month into the Fabletics family through them. First purchasing scrubs, but within 90 days, well over 50% of them have also purchased activewear."

Vuori ramps up the Denim Wars with new offerings. Published: March 12, 2026 By Nicole Silberstein Image courtesy Vuori There must be something in the air...Vuori has launched its first-ever women's denim collection mere days after fellow activewear brand Fabletics entered the category for the first time. Vuori's first women's denim capsule joins the brand's Vintage Jean offering for both men and women, which debuted in September 2025. The capsule brings two new styles to Vuori's denim lineup - a wideleg jean and an oversized jacket, both available in two washes, Bone and Light Indigo. Denim is a "natural and authentic extension of the Vuori lifestyle," said a company spokesperson in comments shared with Retail TouchPoints. The line is constructed from a custom premium denim blended with Tencel lyocell for a soft, lightweight feel with a hint of stretch. Thoughtful details, including a signature "V" bartack, square leather patch and a hidden story label aim to make the collection "distinctly Vuori." Activewear brands jumping into denim to broaden appeal. Following a boom during the homebound days of the Covid pandemic, the athleisure category's meteoric growth has since been waning, prompting many activewear brands to expand beyond their core performance apparel offering while aiming to keep their signature comfort factor. Meanwhile, the denim category is booming: while the sports apparel market is projected to grow only 2.3% from 2025 to 2026, down from 3.1% between 2023 and 2024, the denim market is predicted to rise 2.1% this year after having increased by 28% since 2020, according to Euromonitor International. The increased demand for denim prompted last year's Denim Wars, which saw American Eagle, Gap, and Levi's all launch aggressive marketing campaigns to draw in consumers, and with all these new entrants to the category it looks like we might be set for a new salvo. Posted In: News

Astral brings Fabletics to boutique fitness. Astral has partnered with Fabletics, a leading global activewear brand, to bring its performance-driven, fashion-forward apparel directly into boutique fitness studios across the U.S. This collaboration marks a key step in Astral's ongoing mission to connect top consumer brands with boutique fitness communities. With a second order already placed, the partnership is proving that demand for accessible, high-quality activewear within the boutique space is stronger than ever. Bridging consumer brands and boutique studios. As consumer activewear brands look for new, direct ways to reach engaged fitness audiences, boutique studios are emerging as an ideal partner: community-driven, loyal, and passionate about wellness. Yet, for many global brands, entering this space has been challenging. Astral removes those barriers. Acting as both a retail partner and market connector, Astral offers curated retail solutions - handling everything from product selection to fulfillment - to make it easy for consumer brands to reach the boutique market. "Studios need a reputable name that resonates and delivers value," said Emily, Fabletics Representative. "Fabletics, who everybody knows, offers that brand recognition at an accessible price. Plenty of brands have cult followings, but at higher price tiers. We bring the trifecta: brand recognition, sharp pricing, and outstanding quality." Why the partnership works. For Fabletics, this partnership hits the perfect intersection of price point, accessibility, and inclusivity. The brand's offerings - available up to size 4X - make premium activewear attainable to a wider range of consumers, while giving studios a product line that's both high-performing and highly profitable. "It's that price point where studios get quality without the luxury tag," Emily said. "Between recognition, pricing, quality, and sizing, it's truly one stop. Most brands aren't doing that, which is huge." Astral's expertise in boutique fitness retail ensures that studios receive tailored support - from merchandising guidance to logistics - so owners can focus on what they do best: running their business and serving members. "This partnership is like a warm blanket - owners know Fabletics and Astral have their best interests at heart," Emily added. "Studio success is the shared end goal, and that alignment is why we work so well together." The F-Badge: Fashion, Fit, Function, Fabric, and Fun. At the heart of Fabletics' identity is what Emily calls the Five F's - Fashion, Fit, Function, Fabric, and Fun. "Those five F's are what define the F-Badge," she explained. "They represent who we are as a brand - serious about performance, but never without energy, inclusivity, and a sense of fun." That balance of quality and personality is what makes Fabletics stand out in boutique retail, where members value authenticity and connection as much as style and comfort. Rethinking retail accessibility. One of the most exciting aspects of this collaboration is accessibility. What was once a membership-based brand is now open to everyone, with in-studio pricing designed to be straightforward and approachable. "You no longer need a membership to buy Fabletics," Emily explained. "That's huge for studios - members can buy without a subscription and still get a lower in-studio price than in our own stores. It feels like being part of a special club without the barrier of membership." Looking ahead, Fabletics and Astral are exploring wholesale-exclusive capsules and co-branded collections, giving studios access to unique products unavailable online or in traditional retail stores. Looking ahead. Beyond product expansion, both teams are focused on long-term collaboration and innovation within the boutique market. "Fabletics brings a killer product; Astral brings a killer business model and partners," Emily said. "We'll build each other's business, collaborate deeply, share feedback, and keep improving - for the long haul." A win for studios and members alike. * Access to globally recognized products at accessible wholesale pricing * Flexible order models with no heavy minimums * Built-in brand equity that excites members and drives sell-through For members, it means tangible access to high-quality activewear - immediate, inclusive, and affordable. Astral's partnership with Fabletics signals a new era for boutique retail - one where major brands and boutique studios grow together through shared values of community, inclusivity, and accessibility. Please note, comments need to be approved before they are published.