Fabletics to enter India with Reliance Brands partnership

MUMBAI: The athleisure race is getting another global contender. US activewear brand Fabletics is set to enter India through an exclusive long-term partnership with Reliance Brands Limited (RBL), combining a dedicated India website with its first physical store at DLF Promenade in New Delhi, followed by a Mumbai outlet.

Founded in Los Angeles in 2013, Fabletics has grown from a digital-first activewear brand into a global omnichannel business with more than 125 retail locations. Its proposition sits at the intersection of performance and fashion, with proprietary fabrics, bold colours and fashion-led silhouettes forming the core of its offering.

Under the partnership, RBL will build and operate Fabletics in India through an omnichannel model spanning standalone stores, e-commerce and experiential retail spaces. The strategy will combine Fabletics’ global product and creative identity with RBL’s experience in taking international brands to Indian consumers.

The India launch comes as activewear increasingly steps out of the gym and into everyday wardrobes. Fabletics’ assortment will cover women’s and men’s apparel across training, running, yoga, Pilates and everyday movement, with products designed to transition from workouts to daily wear.

The brand has also used collaborations with personalities including Khloé Kardashian and Kevin Hart to blur the lines between fitness, fashion and popular culture.

For RBL, the partnership adds another international name to its growing fashion and lifestyle portfolio. Sumeet Yadav, Head, Reliance Brands Limited, said India’s young consumers are increasingly embracing movement, mindfulness and athleisure as part of everyday life.

He said Fabletics’ combination of fashion-forward design and everyday performance made it a fit for the evolving Indian market, while pointing to the opportunity to introduce the brand to a new generation of active consumers.

Fabletics President Meera Bhatia said India represents an important next step in the company’s international expansion. She added that the brand was built around giving consumers performance, style and value without having to choose between them.

The first India store will open at DLF Promenade, Vasant Kunj, New Delhi alongside the launch of the dedicated website. A second store in Mumbai will follow shortly, with the two locations forming the starting point for Fabletics’ planned expansion across the country.