Fabletics will open its new West Coast flagship store on Nov. 20 at Westfield Century City, bringing the brand’s tech-forward style of retailing to the iconic Los Angeles mall. The store, which will process more than 70 billion data points each day, will feature smart fitting rooms that automatically log items into customer profiles, along with omnichannel data integration that provides store associates with instant access to customer purchase history, wish lists and personalized recommendations, translating to a 4X higher customer lifetime value.
Fabletics operates more than 100 brick-and-mortar stores selling its athleisurewear products, and an impressive 50% of non-member shoppers join the brand’s VIP membership program while in-store. Operations at the new Century City store will be managed by AI-powered systems designed to handle everything from inventory optimization to real-time employee coaching, and the store will use heat mapping and productivity analytics to maximize employee efficiency.
The store’s fitting rooms, equipped with technology designed to track customer preferences, can offer curated product suggestions based on in-store availability. An in-room iPad allows customers to request different sizes, and the system also feeds conversion data to the Fabletics design team, influencing future product development.
A modular store design provides a clean backdrop for the brand’s full portfolio of women’s, men’s and Scrubs products, while modular and movable fixtures allow the space to be transformed into an area for community events, workout classes and more.
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In February 2025 Fabletics adopted a suite of supply chain management solutions from Blue Yonder, and in August 2025 Fabletics deployed an RFID-powered inventory management solution from GreyOrange in 74 of its 100+ stores.
