Fabletics launches new lounge category

By

Jennifer Braun

Published
Aug 26, 2021

Kate Hudson-backed athleticwear brand Fabletics announced on Monday the launch of a new lounge category. 

Designed to bring the best of Fabletics activewear to loungewear, the collection will launch with 17-pieces that combine style and comfort. The line includes sets, coordinates, separates and robes, which were designed to be mixed and matched. 

Launching September 1 in stores and at Fabletics.com, pieces are expected to blend softness and stretch for maximum comfort without sacrificing style, while offering affordable quality and flattering silhouettes. All items are offered in seven color choices and seven premium fabrics, including performance fabrics and others like washed tricot, cotton flex, tech terry and structured fleece. 

“At Fabletics, we design with our members in mind and there has never been a category more in demand than loungewear,” said Felix del Toro, chief merchandising and design officer at Fabletics. “We love evolving alongside the needs and lifestyle of our customers, which is why we are so excited to bring them Fabletics Lounge, a category that is truly made to be lived in. Every month we will introduce new collections with feel-good and stylish essentials that we are sure our customers will never want to take off.”

“The opportunity ahead for loungewear is massive,” added Adam Goldenberg, CEO, Fabletics. “We have the best talent to take advantage of this surging trend, applying performance materials to a category that isn’t going anywhere. As experienced fashion disruptors, we’re confident Fabletics lounge will soon be a new category leader.”

The loungewear market is estimated to be worth $9.98 billion by 2027, according to a recent research report by Market Research Future (MRFR). Similar to its usual Fabletics collection drops, new lounge collections will be released monthly and will feature entirely new styles and fabrics.

The growth opportunity follows recent attempts at resale, a growing number of retail locations and plans for an IPO. The company, which is owned by TechStyle Fashion Group, is apparently aiming to raise approximately $500 million with its offering.