Yet another online-only retailer is opening physical stores. Women’s activewear and accessories manufacturer Fabletics plans to open five retail locations in the fall, mostly on the East Coast, through a partnership with retail property group General Growth Properties Inc. Fabletics, which was co-founded by actress Kate Hudson, is owned by JustFab Inc., No. 98 in the Internet Retailer 2015 Top 500 Guide.
Unlike some other e-retailers that have opened stores recently designed to drive online orders, such as online jeweler Blue Nile Inc. (No. 85 in the 2015 Top 500), Fabletics’ locations will operate like traditional stores where consumers can purchase goods on the spot. Each store will be between 1.500 and 2,200 square feet and carry a range of apparel.
“As an e-commerce leader that is expanding into brick-and-mortar retail, it was key that we partner with an innovative shopping center owner that has introduced cutting-edge retail concepts to fashion-forward and stylish customers,” Fabletics president of retail Gregg Throgmartin said in a statement.
Though modeled after traditional storefronts, Fabletics’ locations will include several online components. Shoppers will be able to access a virtual shopping cart in stores so that they can complete purchases online at a later time. Shoppers also can have online purchases shipped to the stores and use the e-commerce site to book in-store fittings.
Parent company JustFab Inc.’s online sales have skyrocketed since 2011, growing 1328.6% during that time to $400 million in 2014 from $28 million in 2011.