Retail
US athleisure brand joins the premium portfolio, giving merchants another membership-led activewear line just as festive athleisure demand lifts.
Meera Iyer, Retail correspondent··4 min read
Reliance Retail has formalised an exclusive partnership with US athleisure brand Fabletics, adding the Kate Hudson-co-founded label to its premium fashion roster. The deal, confirmed in FY26 disclosures and reported on 29 September 2026, leverages Reliance’s network of more than 18,000 stores and digital channels to launch the membership model in India.
Reliance Retail formalised the exclusive India rights for Fabletics on 29 September reporting, placing the women’s activewear brand alongside earlier pacts such as Stella McCartney and Kurt Geiger. The brand targets urban athletes in metros first and aims for a meaningful share of premium women’s activewear.
Shop-floor teams at Reliance Trends and AJIO Luxe now gain a membership-driven SKU set that can lift average transaction values in the athleisure bay. A till operator in a Mumbai flagship can push the subscription bundle instead of one-off tees, improving repeat rates without extra floor space.
Reliance locks Fabletics into its 18,000-plus store and digital net for membership athleisure.
The move squeezes pure-play D2C activewear sellers and smaller multi-brand outlets that lack the same distribution muscle. It helps Reliance deepen its bridge-to-luxury assortment against Shoppers Stop and Aditya Birla Lifestyle.
Watch the first store and online drop dates in the coming festive window and any FY27 filing that quantifies early GMV from the label.
Filed under Retail·Meera Iyer
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