Client
Fabletics
Location
Various
Type
Retail Shop
Size
2,000 - 3,000 sf
Fabletics
Fabletics was born on the internet and has grown into a billion-dollar brand in the expanding active-lifestyle category. As the brand scaled, physical retail became an important extension of its digital presence. Rather than serving solely as a point of sale, Fabletics stores became an opportunity for customers to experience the brand, interact with products, and try them before purchasing.
As Fabletics has evolved, so has its approach to physical retail. Early store iterations relied on bold graphic elements and a highly expressive visual identity, while later designs introduced a more refined and sophisticated aesthetic. Today, Fabletics has established a confident approach to its physical presence, creating stores that complement the brand’s digital experience while reflecting its continued growth and maturity.
Onyx Creative has partnered with Fabletics throughout this evolution, expanding our role as the brand’s retail program has grown. Our work has included full-price stores, outlet prototypes, remodels, and design intent packages for international locations. Through each iteration, our ongoing partnership has allowed us to support Fabletics as it continues to refine its retail experience and translate a digital-first brand into physical spaces.
Supporting Growth for an Omnichannel Retail Brand.
Latest-Generation Prototype: Recalibrating the Customer Experience
The latest-generation Fabletics prototype continues the evolution of the brand’s retail identity with a modern, refined environment designed to showcase activewear and accessories. Building on previous prototype generations, Onyx Creative developed a flexible retail system with custom fixtures, movable floor displays, and interchangeable end caps that can adapt to seasonal collections, promotions, and featured products. The scalable design balances operational efficiency with an elevated customer experience, supporting consistency and continued growth across the Fabletics portfolio.
“Fabletics is active, innovative, and versatile in everything we do. We wanted to express this in our physical environment. Onyx Creative helped us do just that - transforming our online-born company in a physical store that beautifully represents our brand’s values.”
Erin Ichikawa
Sr. Project Manager of New Market Development
TechStyle Fashion Group
Archived Prototype: Flexible Design for an Evolving Brand.
Building on the success of Fabletics’ early retail stores, Onyx Creative became the brand’s prototype design architect, helping shape multiple generations of its evolving retail experience. The 4.0 prototype introduced a soft, feminine palette of warm creams and blush tones, creating an elevated and welcoming environment. This scalable prototype established a cohesive design language that could be adapted across locations while maintaining consistency as Fabletics continued to expand its brick-and-mortar presence.
Archived Prototype: Transforming an Online Brand into Brick-and-Mortar
Fabletics, an e-commerce-based active lifestyle brand, partnered with Onyx Creative as it transitioned from online retail into physical stores. Onyx Creative provided construction documents and construction administration services for the brand’s early retail build-outs, translating the Fabletics concept into a consistent brick-and-mortar experience. Custom fixtures were designed to accommodate the brand’s merchandise, while movable floor fixtures and interchangeable end caps provided flexibility for featured displays.
