Fabletics expands to loungewear

Dive Brief:

As consumer demand for comfortable clothing continues, Fabletics will debut the first offerings in a new loungewear line, dubbed Lounge, on Sept. 1, according to a Tuesday press release emailed to Retail Dive.
The initial 17-piece collection includes sets, coordinates, robes and separates, all of which the brand designed to mix and match with one another. The clothes are made of various fabrics such as cotton flex, tech terry's and structured fleece, per the announcement.
The company cited the surge in demand for comfortable yet stylish loungewear as the reason for the launch.

Dive Insight:

Athleisure has been popular for years as consumers adopted more comfortable clothing for everyday wear. The pandemic accelerated that trend further, with shoppers spending more on loungewear and athleisure than other categories.

Last year, an NPD Group survey predicted that sweatpants, sweatshirts, active bottoms, sleepwear and socks would make up 31% of apparel spend during the 2020 holiday season. But as the delta variant of COVID-19 complicates office reopenings, it appears that the demand for comfy clothing is here to stay. According to research cited by Fabletics from Market Research Future, the international market for loungewear is expected to grow to $9.23 billion by 2027.

In response to the growing demand for loungewear, other brands have released their own comfortable clothing collections. In January, Athleta unveiled its first 14-piece sleepwear line. The following month, ThirdLove came out with its own loungewear line featuring hats, camis, woven shirts and button-down shirts.

"The opportunity ahead for loungewear is massive," Adam Goldenberg, CEO of Fabletics, said in a statement. "We have the best talent to take advantage of this surging trend, applying performance materials to a category that isn't going anywhere. As experienced fashion disruptors, we're confident Fabletics Lounge will soon be a new category leader."

Besides venturing into comfortable clothing, Fabletics has been expanding its business in other ways. The company in March launched its Fabletics Fit app, equipped with on-demand workout routines, meditations and other content. Later that month, Fabletics announced plans to open 24 new stores. And in July, the company partnered with ThredUp to create a resale program as part of the brand's sustainability goals.