Fabletics Expands College Shop to More Than 200 Campuses

Fabletics, the world’s largest digitally native activewear brand, has announced the expansion of its College Shop to include more than 200 U.S. colleges and universities, significantly increasing its presence in the collegiate apparel category. Participating schools span every size, region and level of collegiate athletics, giving fans coast to coast a new way to show their school pride. Fabletics is bringing its premium fabrics and elevated design to the collegiate apparel category with stylish, high-quality pieces. Featuring Fabletics’ best-selling styles, embroidered matching sets and custom collegiate graphics, the assortment offers fans an elevated way to celebrate the teams and communities they love. The expansion also creates a new entry point to Fabletics for students, alumni and fans across the country.

Total Retail's Take: Expanding from an initial College Shop to more than 200 schools, including testing the merchandise in 14 stores near universities, including Arizona State, Michigan State and UCLA, gives Fabletics a way to reach younger shoppers, create emotionally resonant products, and broaden the occasions for which people consider the activewear brand.

Fabletics is investing in its College Shop concept because initial response was stronger than the brand expected, according to Meera Bhatia, president, in a company press release. Furthermore, the timing of this announcement aligns with the brand's aggressive growth plan. It has established a five-year goal of doubling revenue and quadrupling EBITDA, and last week announced plans for 20 additional international stores and another 25 U.S. locations over the coming year.

College licensing gives Fabletics access to students, parents, alumni and sports fans, some of whom may have little existing relationship with the brand. This new customer acquisition channel will be counted on to help the company reach its lofty growth targets.