Fabletics is making a move with its inventory management — adding Blue Yonder as a partner — to expand internationally.
The digitally native activewear brand has teamed up with Blue Yonder to elevate its supply chain planning. The latter’s technology will help ensure Fabletics’ products — down to specific sizes — are stocked efficiently across its stores and online channels.
Fabletics expects the changes to reduce stock shortages, cut overproduction, and improve distribution. To make that happen, it will roll out Blue Yonder’s cloud-based planning tools, which include demand forecasting, inventory allocation, and size scaling, according to the companies.
“Fabletics is taking the first step in transforming their business to better meet the needs of their consumers and internal teams to expand globally and support their manufacturing process as a result,” Vince Beacom, Blue Yonder’s president of global retail, said in a statement.
Fabletics’ use of Blue Yonder support for supply chain upgrades
The latest investment at Fabletics comes as it eyes aggressive global expansion. This includes new store openings and market entries, according to the company.
The brand, owned by TechStyle Fashion Group, recently entered Mexico and is now targeting Europe, the Middle East and Asia, CEO Adam Goldenberg told Axios.
TechStyle Fashion Group is No. 61 in the Digital Commerce 360 Top 2000, which ranks North America’s largest online retailers by annual ecommerce sales.
28 retailers in the Top 2000 used Blue Yonder for order management in 2024, and they combined for more than $30.55 billion in ecommerce sales for the year.
The membership-based fashion retailer also owns JustFab, FabKids, ShoeDazzle and Savage X Fenty. Fabletics, one of the largest brands in its portfolio, has more than 100 brick-and-mortar stores alongside its direct-to-consumer ecommerce and wholesale channels.
Digital Commerce 360 projects TechStyle Fashion Group’s total web sales will reach $1.60 billion in 2025.
TechStyle Fashion Group web sales by year
Supply chain priorities for Fabletics
As the company expands, supply chain efficiency is a top priority.
To keep pace, Fabletics is integrating Blue Yonder’s planning tools to improve inventory turnover, cut down on excess stock and ultimately drive revenue, it said.
The tools include:
- Demand planning and forecasting: This uses data to predict customer demand, helping keep inventory levels balanced and reduce waste.
- Allocation and replenishment: Determines where to send products — down to specific sizes — so inventory is stocked efficiently, minimizing markdowns.
- Merchandise financial planning: Aligns inventory with company-wide revenue goals, preventing overstocking.
- Size scaling: Analyzes size demand by location, ensuring popular sizes stay in stock while minimizing excess inventory of slow-selling options.
Sustainability initiatives and role of Plantensive
The overhaul is being supported by Plantensive, a Blue Yonder partner specializing in supply chain and retail planning solutions.
Once the technology is fully in place, Fabletics said it expects to have a more agile planning system that can scale with the business. It will also use datasets and algorithms to make smarter inventory recommendations across its brands, it said.
Beyond efficiency, sustainability is a key focus. The company said improved planning will help ensure inventory is placed where it’s most likely to sell, reducing waste. Fabletics aims to strengthen its CarbonNeutral certification, which it gained in 2021.
The brand is officially carbon neutral, meeting the standards of the CarbonNeutral Protocol by offsetting its emissions. According to its website, Fabletics has been cutting emissions across offices, fulfillment centers, supply chains, and retail stores. For any emissions it can’t eliminate, it said it invests in carbon reduction projects.
Fabletics’ global growth ambitions
The upgrade comes as Fabletics accelerates its international expansion.
In October, the company entered Mexico through a partnership with omnichannel retailer El Puerto de Liverpool, which ranks No. 26 in Digital Commerce 360’s Top 2000. Starting in Q2 2025, Liverpool will take charge of Fabletics’ retail locations, ecommerce and wholesale operations across the region.
Goldenberg told Axios that Fabletics’ expansion goals include outpacing competitors internationally in new store openings.
Beyond global expansion, Fabletics also has bold revenue targets. Goldenberg said the company aims to double its revenue over the next five years and increase its U.S. store count to over 200 locations.
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