US activewear label Fabletics has opened its first India store in New Delhi, working exclusively with Reliance Brands (RBL), a subsidiary of Reliance Retail Ventures.
The opening follows the official announcement of the partnership last month, and it marks the brand’s formal entry into India’s retail market.
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Located at DLF Promenade, the store uses a radio-frequency identification -enabled fitting-room system.
Once a shopper walks into a trial room, a tablet inside identifies the items taken in and shows them on screen.
The tablet also proposes other sizes and styles, which the customer can request from within the fitting room.
RBL head Sumeet Yadav said: “Opening our first store in Delhi, with a format built around experience and personalisation, is the right way to introduce the brand, and we see significant headroom to grow Fabletics across the country.”
The India range comprises apparel and accessories for women and men.
It includes leggings, pants, joggers, shorts, sports bras and tank tops, among other items.
Founded in 2013 and headquartered in Los Angeles, California, Fabletics plans to open a store in Mumbai. No date has been disclosed.
Fabletics president Meera Bhatia added: “Opening our first store in India is a major milestone and an exciting opportunity for customers to experience Fabletics firsthand.
“The store brings together two core strengths of our brand: incredible product and technology designed around the customer, creating a retail experience that feels seamless, intuitive and personalised.”
Last month, the company announced plans to speed up its international expansion, aiming to triple its global footprint in 2026.
It expects to open about 20 stores outside the US over the next year.
The next stage of its retail rollout will cover new markets in 2026 and 2027, including Central America, Colombia, India, Peru and the UAE.
In the same month, Madden NYC, a footwear label owned by US company Steve Madden, entered India through RBL.
The move built on an existing partnership between Steve Madden and RBL that dates to 2011. Under an exclusive licensing agreement, the American brand was brought to India, with the arrangement structured to run for 20 years.
