Reliance Retail brings US athleisure brand Fabletics to India in exclusive partnership

Reliance Retail has announced an exclusive partnership with US-based women’s athleisure brand Fabletics, marking the brand’s entry into the Indian market and further strengthening Reliance’s growing fashion and lifestyle portfolio.

Under the collaboration, Fabletics will be launched in India through Reliance Retail’s omni-channel ecosystem, leveraging its extensive network of physical stores and digital platforms. The move reflects Reliance Retail’s strategic focus on the rapidly expanding athleisure category, which sits at the intersection of fitness, fashion and everyday wear.

Known globally for its performance-driven activewear and strong digital-first engagement model, Fabletics has built a loyal customer base across key international markets. Its India entry comes at a time when consumers are increasingly gravitating towards versatile apparel that can transition seamlessly from workouts to casual and work-from-anywhere settings.

For Reliance Retail, the partnership deepens its exposure to the women’s athleisure segment, which has been growing faster than men’s categories, driven by rising health awareness, changing lifestyles and greater acceptance of activewear as daily fashion. The addition of Fabletics complements Reliance’s broader ambition to curate a comprehensive lifestyle offering spanning apparel, footwear and accessories.

For Fabletics, India represents a large, high-growth and relatively underpenetrated market. Partnering with Reliance Retail provides immediate scale, market access and distribution reach, allowing the brand to tap into India’s increasingly urban, fitness-conscious and style-aware consumer base without building its own retail infrastructure from scratch.

India’s athleisure market has become one of the most competitive segments in fashion retail. Homegrown direct-to-consumer brands such as Blissclub, HRX, Cult, Silvertraq and others have gained traction through community-led engagement and locally relevant design. At the same time, established global sportswear brands including Adidas, Puma, Reebok, Asics and Under Armour continue to expand their presence across channels.

The entry of Fabletics, backed by one of India’s largest retailers, is expected to intensify competition, particularly in women-centric activewear, pushing brands to differentiate through innovation, pricing and experience-led retail.

Industry watchers say the partnership also reflects a broader trend of global athleisure and activewear brands reassessing India as a priority growth market. With consumer preferences increasingly blurring the lines between sportswear and fashion, collaborations between large domestic retailers and international brands are likely to shape the next phase of growth in the country’s athleisure landscape.