Connect with us
DAPA Banner

Business

Fabletics launching denim jeans line as athleisure sales slow

Published

on

Fabletics launching denim jeans line as athleisure sales slow

Fabletics denim.

Courtesy: Fabletics

Athletic apparel maker Fabletics is launching its first denim collection, signaling the once hot athleisure category is starting to slow down, the company announced Tuesday. 

Advertisement

The collection, launching online and in select stores on Thursday, will include 11 styles and seven washes across both women’s and men’s. Items will be priced between $79.95 and $174.95, depending on whether shoppers are members of Fabletics’ subscription program. 

“We’ve had over a million of our customers tell us that if Fabletics offered denim, they’d be highly interested in it, and that’s really what got us started on our journey of expanding into the denim category,” Fabletics co-founder and CEO Adam Goldenberg told CNBC in an interview. “We do believe denim is on an upswing. We’ve seen that, you know, we started [looking into denim] over two years ago, so it’s the right time.” 

Fabletics, which earned more than $1 billion in revenue last year, is expanding into denim as consumer preferences change. The “soft” type of dressing that became popular during the pandemic, featuring comfortable joggers, sports bras and hoodies, has fallen out of favor with some shoppers.

Instead, as hybrid work begins to fade, many consumers are choosing to dress back up again and are opting for denim over leggings as the casual staple that works both on the weekends and at the office. 

Advertisement

Fabletics denim.

Courtesy: Fabletics

While the athleisure market is still expanding, that rate of growth has wobbled in North America, data from market intelligence company Euromonitor International show. 

The sports apparel market is projected to grow 2.3% in North America in 2026 from 2025, down from 3.1% between 2023 and 2024. Meanwhile, the denim market is expected to grow 2.1% this year, up from 0.7% between 2023 and 2024. 

Advertisement

Globally, the athleisure market grew 2% last year while the denim market grew 4%, according to separate figures from GlobalData. 

“What we found coming out of the pandemic is like, comforts become king,” said Goldenberg. “So even now, as consumers are, I would say, dressing up more they’re still wanting to do it in a way that feels good and is more comfortable, right? And we heard that very loudly from our customers when we were developing denim.”

The U.S. has fallen in and out of love with denim for decades, which has plagued fashion and led major apparel companies like Levi Strauss, American Eagle and Gap to structure their businesses so they’re not as exposed to changing styles. Each company is a market leader in denim, but they also have their own athleisure brands, which shields them from shifts in fashion. 

Retailers' bet on A-list celebrities like Beyonce and Sydney Sweeney

Changing trends have proven more difficult for niche players like Lululemon, which boomed during the pandemic and is now falling behind as denim reigns supreme again. 

Lululemon has worked for several years to expand outside of its core yoga pant assortment into more lifestyle categories, including outerwear, T-shirts and made for work trousers, as fashion preferences shifted. The move has allowed Lululemon to increase its total addressable market, but some critics have said it’s alienated Lululemon’s core customers and contributed to a slowdown in growth in the retailer’s core Americas market. 

Advertisement

Nike‘s former CEO John Donahoe grew the retailer into a roughly $50 billion brand by focusing on lifestyle and streetwear styles. While the strategy briefly led to growth, it ultimately contributed to a decline in market share because it distracted the company from its core, performance assortment. Now, Nike’s new CEO Elliott Hill is working to refocus the brand on sports to win back that core, athlete consumer. 

Goldenberg disagreed that Lululemon’s challenges came from expanding into new categories and instead said Fabletics, along with up and coming private athleisure brands Alo Yoga and Vuori, are taking market share from incumbents. He also said Fabletics’ expansion isn’t coming at the expense of innovation in its core athleisure products, either. 

“All these category expansions need to be ‘and’ and not ‘and or’ right?” said Goldenberg. “So we need to be doubling and tripling down on our innovation and activewear while we make sure that we’re launching denim in a way that, like, is truly the best product out there.” 

He added that Fabletics has already proven it can successfully scale into new categories, which has helped the company get ahead of schedule two years into its five-year plan of doubling revenue and quadrupling profits. In 2020, it launched a men’s category, which is now more than a $300 million business, and its scrubs line, which has grown to $75 million in a little over two years.

Advertisement

Goldenberg said activewear is still Fabletics’ main priority, but category expansion will be critical in winning more sales from its current customers and acquiring new shoppers. 

“I’ll give you scrubs as an example,” said Goldenberg. “We’re now bringing in thousands of new customers a month into the Fabletics family through them. First purchasing scrubs, but within 90 days, well over 50% of them have also purchased activewear.”

Choose CNBC as your preferred source on Google and never miss a moment from the most trusted name in business news.
Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Business

Wall Street Week Ahead: Inflation in focus for markets jostled by Middle East war signals

Published

on

Wall Street Week Ahead: Inflation in focus for markets jostled by Middle East war signals
A fresh read on inflation and initial company results next week could start to show the Middle East war’s effects on the U.S. economy and corporate America, as investors hope to start moving past a conflict that has consumed markets.

Traders were wrestling with conflicting signals about a potential winding down of the war that began over a month ago, with the U.S.-Israeli military strikes on Iran.

The S&P 500 posted a gain in the holiday-shortened week, snapping a five-week streak of losses. The benchmark index earlier in the week closed ‌its worst-performing quarter since 2022, ⁠weighed down ⁠since late February by the war and the resulting surge in energy prices.

“It’s going to be hard to get the market’s attention off the Middle East, oil prices and the risks that have emerged,” said Matthew Miskin, co-chief investment strategist at Manulife John Hancock Investments. “The markets have been so myopically focused on geopolitical risk and … how all this is going to shake out.”

Advertisement

Stocks have stumbled this year, with concerns about artificial-intelligence disruption and private credit weakness compounding uncertainty over the Middle East conflict. The S&P 500 was last down nearly 6% from its late-January all-time high.


The war’s impact on oil supplies and energy prices remained the focal point for investors, especially the status of the Strait of Hormuz, a critical Middle East oil-shipping channel where traffic has stalled. U.S. crude topped $110 a barrel on Thursday after the commodity earlier in the week settled above $100 a barrel for the first ⁠time since ‌2022.
“The market is pricing off oil,” said Doug Huber, deputy chief investment officer at Wealth Enhancement Group. “Inflation expectations, bond markets — everything is stuck to this concept of what oil is doing.”

CPI TO JUMP, HIGH PRICES AT THE PUMP

Next week’s consumer price index, a closely watched inflation gauge, stands as an ⁠early test of the war’s energy shock. With U.S. crude jumping some 90% since the start of the year, the U.S. average gasoline price rose above $4 a gallon this week for the first time in more than three years.

“We think the first stage of oil price pass-through will have arrived in March via motor fuel,” BNP Paribas said in a note previewing the CPI report.

The March CPI report, due on April 10, is expected to have climbed 0.9% on a monthly basis, according to a Reuters poll as of Thursday. Excluding energy as well as food prices, the “core” CPI level is expected to have risen 0.3%.

Advertisement

Miskin said he would look for “ripple effects” across other goods and services stemming from the war and energy-price surge, while adding that the March report may be too soon to see any broader inflationary impact.

“You’re just trying to get as much real-time data as you can to formulate where the ‌inflation and economic growth trends are going,” Miskin said.

Q1 RESULTS LOOM, WITH BIG PROFIT HOPES

War-driven inflation worries have led markets to largely rule out interest rate cuts this year, after such cuts had been a key underpinning for many bullish stock outlooks.

“The market already has inflation on the brain,” said Patrick Ryan, chief investment strategist at Madison Investments. If CPI ⁠were to “surprise with a much higher print, that could also be something that the market would take negatively.”

Advertisement

Next week also brings the release of another inflation measure, the personal consumption expenditures price index, but that PCE data will cover February, a period largely before the war took hold. An updated read of fourth-quarter U.S. economic growth is also due, while investors will also analyze Wednesday’s release of the minutes from the Federal Reserve’s March meeting for any clues about the future path of rates.

The start of earnings season also will start grabbing Wall Street’s attention, with investors counting on a broadly strong corporate profit outlook to support U.S. stocks this year. Delta Air Lines and beverage maker Constellation Brands are among those due to report next week.

Those reports will offer a taste of the first-quarter reporting season, which kicks off the following week. S&P 500 companies overall are expected to post a 14.4% rise in first-quarter earnings from the year-earlier period, according to LSEG IBES.

“The Q1 earnings season beginning in mid-April should show that underlying earnings growth is still strengthening and broadening,” Deutsche Bank equity strategists said in a note.

Advertisement
Continue Reading

Business

KKR: Still A Growth Story Despite Credit Fears

Published

on

Apollo Global: Overdone Credit Fears Create A Buying Opportunity (Upgrade)

KKR: Still A Growth Story Despite Credit Fears

Continue Reading

Business

DoubleVerify Stock: Strong Retention, Attractive Valuation (NYSE:DV)

Published

on

DoubleVerify Stock: Strong Retention, Attractive Valuation (NYSE:DV)

This article was written by

With combined experience of covering technology companies on Wall Street and working in Silicon Valley, and serving as an outside adviser to several seed-round startups, Gary Alexander has exposure to many of the themes shaping the industry today. He has been a regular contributor on Seeking Alpha since 2017. He has been quoted in many web publications and his articles are syndicated to company pages in popular trading apps like Robinhood.

Analyst’s Disclosure: I/we have a beneficial long position in the shares of DV either through stock ownership, options, or other derivatives. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

Advertisement
Continue Reading

Business

Form 13D/A TripAdvisor For: 3 April

Published

on


Form 13D/A TripAdvisor For: 3 April

Continue Reading

Business

Vietnam’s Q1 growth cools as Middle East energy shock drives $3.6B trade deficit

Published

on


Vietnam’s Q1 growth cools as Middle East energy shock drives $3.6B trade deficit

Continue Reading

Business

Progress Remains Elusive For Citizens & Northern Stock (NASDAQ:CZNC)

Published

on

Progress Remains Elusive For Citizens & Northern Stock (NASDAQ:CZNC)

This article was written by

I have been involved in the financial world for over 25 years with experience as an advisor, teacher, and writer. I am a full believer in the free-market system and that financial markets are efficient with most stocks reflecting their real current value. The best opportunities for profits on individual stocks come from stocks that are less-widely followed by the average investor or from stocks that may not accurately reflect the opportunities that currently exist in their markets.

Analyst’s Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, and no plans to initiate any such positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

Advertisement
Continue Reading

Business

Q2 Update: Iran War, Depleting Munitions, And Market Outlook

Published

on

iShares 10-20 Year Treasury Bond ETF: Thinking Long Term (NYSEARCA:TLH)

Cited by Barron’s as one of the top financial websites to visit on the weekend, Financial Sense (www.financialsense.com) provides educational resources to the broad public audience through a daily podcast, editorials, current news and resource links on salient financial market issues. Begun in 1985 as a local talk radio program, Financial Sense Newshour (www.financialsense.com/financial-sense-newshour) is a weekly webcast with host Jim Puplava and top financial thinkers. Writing staff of Financial Sense includes: Jim Puplava, Chris Puplava, Ryan Puplava, and Cris Sheridan.

Continue Reading

Business

Jobs Growth Remains Modest

Published

on

Job Openings Rise More Than Expected In January

Jobs Growth Remains Modest

Continue Reading

Business

Why the eurozone growth hit may be more severe this time

Published

on


Why the eurozone growth hit may be more severe this time

Continue Reading

Business

Trump administration can’t make colleges provide race-related data, judge rules

Published

on

Trump administration can’t make colleges provide race-related data, judge rules


Trump administration can’t make colleges provide race-related data, judge rules

Continue Reading

Trending

Copyright © 2025