Fabletics Champions Active Lifewear Category in India, Focusing on Retail and E-Commerce Expansion

With changing fitness regime, rising athleisure activities and fitness conscious consumers, active lifewear has become a strong category in India, moving beyond gym uniforms to casual dressing and travel wear. The demand of the segment is rising due to the increasing need for comfort, versatility and athleisure styles that have become a fashion statement across the globe. One brand that has tapped into this growing segment is Fabletics.

Founded in 2013, Fabletics is the world’s largest digitally-native, active lifewear brand, fusing style-centric design with cutting-edge technology to deliver fashionable, high-performance active lifewear at an accessible price. Available for both men and women, the pieces are designed to flex throughout the day providing comfort, style and support to customers.

Endorsed by some of the most recognizable names in the world, including Khloé Kardashian and Kevin Hart, Fabletics champions confidence, inclusivity and self-expression.

‘‘This year, the brand has been focused on growing its international footprint and we’re thrilled to officially be available online and in-store in India,’’ says Michael Roth, SVP, Global Development, Fabletics.

Retail Footprint

Fabletics has more than 135 state-of-the-art Fabletics stores worldwide, including in the US, Mexico, Colombia, Peru, Central America, the UAE and India. The brand opened its first store in India at DLF Promenade, New Delhi in September 2026, and is on track to open its Mumbai store in the coming months.

Brand Expansion Strategy in India

Talking about the brand’s expansion strategy, Michael said, ‘‘We are working with the best partners and operators in each market, including India, to bring Fabletics to more regions globally.’’ He adds, ‘‘Each of our partners is not only a local expert, but they are also well versed in translating major global brands on a local level to ensure market fit and success.’’

In India, Fabletics has entered into an exclusive, long-term partnership with Reliance Brands Limited (RBL) to establish and expand its presence in the country. The partnership combines Fabletics’ global expertise in performance-led active wear with RBL’s experience in introducing and scaling international brands in the Indian market.

‘‘Reliance Brands specifically combines deep market understanding with an ability to build global brands for India, making them the right partner for our long-term ambitions in this market,’’ says Michael

Further discussing the current trends and the brand’s global expertise that drives its way to India, Michael said, ‘‘The same forces that drove our retail success in the U.S. are now taking hold in international markets, including India. Young, growing consumer bases are increasingly prioritizing an active lifestyle, and there’s a larger shift toward active lifewear – clothes that are made to transition from the fitness studio to the workplace and everywhere in between.’’ 

Brand’s USP

Michael then shares about Fabletics’ USP that makes it stand apart from its competitors. He says that Fabletics hit the perfect balance between performance and quality, and style, comfort and accessibility, giving a broad appeal to its consumers.

‘‘If you want to work out and train hard in the Fabletics pieces, great! But if you only just want pieces that look and feel great for your day, we do that too,’’ says Michael.

Brand’s Omni Channel Strategy

Fabletics’ omnichannel approach has its basis from the US. It has built a highly successful, tech-driven omnichannel retail ecosystem in the US, and is expanding globally.

‘‘We’ve seen a 4.5x higher lifetime value from omnichannel shoppers, so we believe that our retail stores are a ‘brand-building and customer acquisition engine’ that works alongside our e-commerce and wholesale businesses,’’ says Michael.

Role of Technology in Fabletics’ Operations and Modern Retailing

Citing an example of how technology facilitates the brand’s operations and modern retailing, Michael shares that Fabletics’ smart fitting rooms automatically recognize and log items on the in-room tablet and then offer additional available in-store sizes, colors and complementary styles that can be requested directly from the fitting room.

He says, ‘‘While we’re incredibly proud of all the technologies that powers our stores, what we’re more proud of is what it unlocks for the consumer: A better, more seamless and enjoyable shopping experience for them.’’

Active Wear Market in India

According to IMARC, the Indian activewear market grew from USD 11.88 Billion in 2026 and is projected to reach USD 17.41 Billion by 2034, growing at a compound annual growth rate of 4.90% from 2026-2034.

The market is driven by growing health conscious consumers, expanding fitness culture, and increasing athleisure adoption across urban and semi-urban populations. The rising disposable incomes, expanding fitness infrastructure, and the increasing reach of e-commerce platforms continue to broaden the demand of the segment. Apart from this, the government wellness initiatives, rising youth demographic profile, and evolving fashion sensibilities further reinforce demand. These interconnected forces collectively led to the growth trajectory and momentum of this segment across India.

Talking about the active wear market in India, Michael said, ‘‘India is an exciting market for us as more people are building fitness and wellness into their daily routine, embracing movement, mindfulness and athleisure as an essential part of their lifestyle. As a result, active lifewear is growing in popularity as it’s something versatile that people can wear all day, not just at the gym or fitness studio.’’

He further shares that the Indian activewear consumer expects apparel that has performance as well as looks. The innovative, and quality fabric is key to delivering that.

‘‘We’re committed to creating products that not only look and feel good, but that can have additional benefits too- whether it be moisture/sweat-wicking, sun protection, or anti-odor tech, etc,’’ says Michael.

Road Ahead

Talking about the brand’s future plan, Michael shares, ‘‘We’re laser-focused on continuing to achieve our growth goals and delivering customers the highest-quality products at an accessible price.’’ 

That brand continues to invest in quality, comfort and innovative products, while also listening closely to what the customers want next.

‘‘Earlier this year, the brand launched denim in the US and it’s been exciting to see the strong interest and positive feedback from our fans. We will continue to evaluate when and where it could make sense to bring product extensions, like denim, to our global markets,’’ signs off Michael.