Reliance Brands to launch Fabletics in India with New Delhi flagship, Mumbai next
Reliance Brands has signed an exclusive long-term pact to bring Fabletics to India through e-commerce, standalone stores and experiential formats. The activewear label’s first mono-brand store will open at DLF Promenade in New Delhi, followed by a Mumbai location.
The channel move
Reliance Brands signed an exclusive long-term partnership to launch Fabletics in India through e-commerce, standalone stores and experiential formats, beginning with a New Delhi store and then Mumbai.
Also reported by ET Retail (retail.economictimes.indiatimes.com), IMAGES Business of Fashion (imagesbof.in), Apparel Resources India (apparelresources.com)
Channel facts
- First mono-brand store at DLF Promenade, Vasant Kunj, New Delhi
- Second store planned in Mumbai
- Fabletics was launched in 2013
- Fabletics has more than 125 retail locations globally
What it means for online and offline
Reliance Brands’ long-term exclusive Fabletics deal illustrates the strategic value of securing global digital-native brands with flexible online, store and experiential rollout rights for India.
Signals to track
- Timing of the e-commerce launch relative to the Delhi flagship opening.
- India pricing versus Nike, Adidas, Puma, Decathlon, H&M Move and domestic brands such as Blissclub, Cultsport, HRX and Nykd by Nykaa.
- Whether Reliance launches a paid VIP/membership model and its disclosed customer response.
- Store format size, inventory depth and evidence of fitness-community programming at DLF Promenade.
- Mumbai location selection and pace of additional store commitments after the first two sites.
- Marketplace availability on Ajio, Tata CLiQ, Myntra, Nykaa Fashion or other third-party platforms.
- Use of Indian celebrity, athlete or creator ambassadors and the balance between performance and fashion positioning.
- Any localization of product development, sourcing or fulfillment that improves price points and replenishment speed.
- Launch India-specific e-commerce assortment with INR-denominated pricing, localized sizing and high-velocity entry price points.
- Use the New Delhi flagship as a community-led experiential store, hosting workout classes, influencer events and fit consultations to reduce trial barriers.
- Open the planned Mumbai store, then prioritize affluent omnichannel catchments including Bengaluru, Hyderabad, Pune and Gurugram rather than broad national store expansion.
- Test a localized version of Fabletics' membership and loyalty mechanics, likely framed as benefits, early access or bundled value rather than a hard subscription proposition.
- Expand distribution through Reliance-controlled digital and retail ecosystems if direct-to-consumer conversion is slower than expected.
- Introduce India-relevant categories such as modest activewear layers, climate-suitable fabrics, extended sizing and cricket, yoga, running and studio-workout capsules.