Online Athleisure Brand Fabletics To Open More Brick-And-Mortar Locations


In 2013 the forces behind the ecommerce website JustFab, Don Ressler and Adam Goldenberg, teamed up with acclaimed actress Kate Hudson to launch the activewear brand the world knows today as Fabletics. You can follow them on Twitter.

Fabletics prides itself on filling a void in the fitness wear marketplace by offering fashionable athletic clothes at a competitive price point. Fabletics’ clothes are known for being on-trend, versatile and affordable; factors that have distinguished the brand from other athleisure brands in the marketplace. Customers looking for women’s athletic wear can browse Kate Hudson’s picks for outfits and choose from a wide range of options. Fabletics also has a male line called FL2 that offers male customers a wide array of shorts, sweatpants and shirts that can transition from a day out on the town to a session spent working out at the gym.

After achieving a broad measure of success in the ecommerce space, Fabletics is turning its sights on local malls across America. The company has announced that it will be expanding its brick-and-mortar business. According to, Fabletics will be adding more brick-and-mortar storefronts to the six locations it currently operates. Fabletics will be opening anywhere from 75 to as many as 100 stores over a three to five year period.

Given Fabletics’ penchant for pairing quality with affordability, the stores may very well give the ecommerce brand a leg up on other competitors in the online space. Shoppers who discover Fabletics online will have the chance to try on the clothes in person.

According to shoppers who frequent Fabletics’ brick-and-mortar stores will have the chance to sign up for the company’s popular subscription service. Fabletics’ subscription service sends subscribers one outfit a month at a discounted price. Fabletics’ parent company will be expanding its customer service offerings in order to ensure that customers receive the best possible service. JustFab co-CEO Adam Goldenberg tells Forbes that JustFab’s customer service assistance will soon be available twenty-four hours a day, seven days a week. Forbes also reports that there will be new videos added to the Fabletics website in addition to updates to information available to customers about how the website works.

Actress and Fabletics co-founder Kate Hudson also serves as the face of the Fabletics brand. Hudson’s lively spirit and passion for inspiring women makes her the perfect person to represent the fast-growing company to the world. Hudson is famous for portraying a gutsy journalist opposite actor Matthew Mcconaughey in the romantic comedy How To Lose A Guy in 10 days. She is also known for her role as Penny Lane in the 2000 rock journalism film Almost Famous. Hudson has also played a demanding dance instructor opposite Lea Michele in the hit music-themed television show Glee.


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Slyce Delivers a New Way to Interact with Computers

In many ways the rise of computers has been a process of humanity’s tools becoming more human. As such, the biggest leaps in computing have usually come about due to computers gaining new proficiency in something which humans had previously had exclusive claim to. For example, humans were once the only ones who could converse using complex language. Search engines were the natural result of computers gaining some ability to understand language. And this process can also be seen thanks to the work being done by a company called Slyce.

Slyce is adding vision to computing devices, and it promises to be equally revolutionary. One of the biggest reasons for this is that people are highly visual. When people interact with the world there’s almost always an emphasis on vision. Imagine how prominent signs are in any given area, for example. Humanity usually communicates through a combination of both words and images. The fact that computers have only been able to understand half of that has been a huge limitation on what they’re able to do.

This can be clearly seen by looking at what Slyce has been able to do with their vision based technology. As one might expect, they’re heavily targeting mobile devices such as smartphones. These are in most ways the perfect type of computing platform for vision based systems. They’re small and portable, which ensures they can actually be carried to various sights. And they tend to have very high quality cameras built right into them. And finally, they usually have quite fast Internet connections by default. It’s a perfect match for everything Slyce needed for a visually based platform.

The main focus of Slyce has been something known as visual search. Imagine seeing a great pair of shoes. This might be a real pair of shoes that’s seen out in the world, or shoes worn in a photograph. Either way, all one would need to do with a Slyce powered app is point it at the shoes and let the technology work its magic. The visual recognition software would look at the shoes, and then send that data back to Slyce. At this point the powerful supercomputers they run would analyze the image and run it through a massive visual database. It’d then send back information about the shoes. What’s done with the data at that point would depend on the nature of the app. But one of the most popular applications for visual search is integration within a store. So a Slyce powered app might then load up an interface where one could purchase that pair of shoes. The possibilities are as wide as with text based searches. Slyce has devised a whole new way for people to fully interact with computers.

Doe Deere’s Innovative Brand

True innovators have the rare gift of making what they do look easy, which is one of the qualities that Doe Deere, the creative spark behind the Lime Crime cosmetics brand, has in spades. Deere has created a truly colorful line of cosmetics that speaks to women who like their look to have a whimsical and bold feel to it, and Lime Crime has succeeded by offering makeup that makes a real statement for these powerfully creative women.

Recently, Deere spoke to The Story Exchange about how she launched her Internet driven brand, and the challenges involved.


The Lime Crime cosmetics brand launched in 2008, but it actually began a few years earlier when Deere began a DIY fashion line through an account on eBay. She was sewing clothes and found that it was hard to find bright and bold colors to work with. Through both necessity and creative inspiration, Deere sought out the colors she needed for both her clothing line and then when she began Lime Crime. What resulted was a bold and beautiful new cosmetics brand that appeals to women who like to make a real statement with their beauty products.


Obviously, Deere is enjoying a unique success story with her brand, so she was asked what is the true meaning of success for her. Deere feels that success is all about being willing to keep creating and reinventing in order to keep the look of her brand fresh. The other important aspect of success is just in making people happy with what you do.


Deere has thought a lot about what success means to her in her brand, and she says that one of the products that means the most to her is the Velvetines lipstick line, as it is truly unique. This product is the first “liquid to matte” lipstick on the market, which Deere is rightly proud of. This product achieves its affect without crumbling, and it retains its vibrant color. It also has been certified as “cruelty free” by the Leaping Bunny organization, which is a high honor.


When asked about the challenges she has had to take on as head of a brand, Deere said there’s no doubt the most serious one was an incident with cyber-hacking of the website in 2014. Through no fault of their own, the company site was attacked and some customer information was compromised. Deere felt personally responsible, however, and the company went to great lengths to protect the site from future hacks by working with Trustwave and Norton, to ensure that information is now more protected than “Fort Knox.”


When asked about who her hero is, Deere noted that Kim Gordon of Wildfox vintage clothing is a true inspiration. That company also launched in 2007/2008 and appeals to women who are creatively inspired and truly whimsical.

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