Business
Fabletics launches denim as the athleisure trade loses steam
Athletic apparel maker Fabletics is launching its first denim collection, the company announced Tuesday, signaling the once white hot athleisure category is starting to slow down.
The collection, launching online and in select stores on Thursday, will include 11 styles and seven washes across both women’s and men’s. Items will be priced between $79.95 and $174.95, depending on whether shoppers are members of Fabletics’ subscription program.
“We’ve had over a million of our customers tell us that if Fabletics offered denim, they’d be highly interested in it, and that’s really what got us started on our journey of expanding into the denim category,” Fabletics co-founder and CEO Adam Goldenberg told CNBC in an interview. “We do believe denim is on an upswing. We’ve seen that, you know, we started [looking into denim] over two years ago, so it’s the right time.”
Fabletics denim.
Courtesy: Fabletics
Fabletics, which earned more than $1 billion in revenue last year, is expanding into denim as consumer preferences change. The “soft” type of dressing that became popular during the pandemic, featuring comfortable joggers, sports bras and hoodies, has fallen out of favor with some shoppers.
Instead, as hybrid work begins to fade, many consumers are choosing to dress back up again and are opting for denim over leggings as the casual staple that works both on the weekends and at the office.
While the athleisure market is still expanding, that rate of growth has wobbled in North America, data from market intelligence company Euromonitor International show.
The sports apparel market is projected to grow 2.3% in North America in 2026 from 2025, down from 3.1% between 2023 and 2024. Meanwhile, the denim market is expected to grow 2.1% this year, up from 0.7% between 2023 and 2024.
Globally, the athleisure market grew 2% last year while the denim market grew 4%, according to separate figures from GlobalData.
Fabletics denim.
Courtesy: Fabletics
“What we found coming out of the pandemic is like, comforts become king,” said Goldenberg. “So even now, as consumers are, I would say, dressing up more they’re still wanting to do it in a way that feels good and is more comfortable, right? And we heard that very loudly from our customers when we were developing denim.”
Fabletics made clear that it isn’t seeing a slowdown in its core athleisure assortment and had strong year over year growth.”
“We launched denim as a complement to our activewear business because that is what our customers asked for,” the company said.
The U.S. has fallen in and out of love with denim for decades, which has plagued fashion and led major apparel companies like Levi Strauss, American Eagle and Gap to structure their businesses so they’re not as exposed to changing styles. Each company is a market leader in denim, but they also have their own athleisure brands, which shields them from shifts in fashion.
Changing trends have proven more difficult for niche players like Lululemon, which boomed during the pandemic and is now falling behind as denim reigns supreme again.

Lululemon has worked for several years to expand outside of its core yoga pant assortment into more lifestyle categories, including outerwear, T-shirts and made for work trousers, as fashion preferences shifted. The move has allowed Lululemon to increase its total addressable market, but some critics have said it’s alienated Lululemon’s core customers and contributed to a slowdown in growth in the retailer’s core Americas market.
Nike‘s former CEO John Donahoe grew the retailer into a roughly $50 billion brand by focusing on lifestyle and streetwear styles. While the strategy briefly led to growth, it ultimately contributed to a decline in market share because it distracted the company from its core, performance assortment. Now, Nike’s new CEO Elliott Hill is working to refocus the brand on sports to win back that core, athlete consumer.
Goldenberg disagreed that Lululemon’s challenges came from expanding into new categories and instead said Fabletics, along with up and coming private athleisure brands Alo Yoga and Vuori, are taking market share from incumbents. He also said Fabletics’ expansion isn’t coming at the expense of innovation in its core athleisure products, either.
“All these category expansions need to be ‘and’ and not ‘and or’ right?” said Goldenberg. “So we need to be doubling and tripling down on our innovation and activewear while we make sure that we’re launching denim in a way that, like, is truly the best product out there.”
He added that Fabletics has already proven it can successfully scale into new categories, which has helped the company get ahead of schedule two years into its five-year plan of doubling revenue and quadrupling profits. In 2020, it launched a men’s category, which is now more than a $300 million business, and its scrubs line, which has grown to $75 million in a little over two years.
Goldenberg said activewear is still Fabletics’ main priority, but category expansion will be critical in winning more sales from its current customers and acquiring new shoppers.
“I’ll give you scrubs as an example,” said Goldenberg. “We’re now bringing in thousands of new customers a month into the Fabletics family through them. First purchasing scrubs, but within 90 days, well over 50% of them have also purchased activewear.”
Business
Oil prices fall as Trump pauses Project Freedom to seek final peace deal with Iran
Oil prices fell and Asian stock markets surged to record highs on Wednesday after Donald Trump said negotiations with Iran were making “great progress” toward a final agreement and announced a brief pause in US operations escorting ships through the Strait of Hormuz.
Brent crude tumbled 1.2 per cent to $108.51 a barrel, still well above its roughly $70 price before the war began, but lower than the highs of recent weeks.
Wall Street had already set records on Tuesday, with the S&P 500 rising 0.8 per cent to a new all-time high and the Nasdaq gaining 1 per cent, as oil pulled back sharply after briefly crossing $115 on Monday.
Strong corporate earnings underpinned the Wall Street rally. DuPont surged 8.4 per cent after the chemical giant reported better-than-expected first-quarter profits and raised its full-year forecasts, even as it acknowledged some impact from logistics disruptions in the Middle East.
Pinterest jumped 6.9 per cent after its number of active monthly users rose 11 per cent to 631 million, beating Wall Street’s sales and profit targets. AB InBev climbed 8.7 per cent after topping profit forecasts on growth for its Corona, Stella Artois and Michelob Ultra brands. “Cheers to beer,” chief executive Michel Doukeris said.
Palantir fell 6.9 per cent despite beating expectations, as its stock continued to struggle on worries about increased competition. American Electric Power rose 1.8 per cent and Cummins added 2.8 per cent after both reported stronger-than-expected results.
In Europe, markets were mixed. The CAC 40 rose 1.1 per cent in Paris while the FTSE 100 fell 1.4 per cent in London. Hong Kong’s Hang Seng fell 0.8 per cent. Many Asian markets were closed for holidays.
The momentum carried into Asia on Wednesday, where MSCI‘s broadest index of Asia-Pacific shares outside Japan jumped 2.3 per cent to a fresh all-time high. South Korea’s Kospi surged 5.1 per cent, clearing the 7,000 mark for the first time, as Samsung Electronics jumped 12 per cent and crossed a $1 trillion market valuation, overtaking Berkshire Hathaway.
The AI trade drove much of the enthusiasm. Advanced Micro Devices jumped 16.5 per cent in extended trading after forecasting second-quarter revenue above Wall Street expectations on strong demand from cloud computing companies accelerating spending on AI infrastructure.
“Due to the capital expenditure we are seeing from hyperscalers in the US, the earnings growth trajectory for sectors such as semiconductors, tech hardware, industrials and materials in Asia exceeds anything I have seen in a long time,” Rushil Khanna, head of equity investments for Asia at Ostrum, an affiliate of Natixis Investment Managers, told Reuters. “This capex is leading to material value creation in Asia as the provider of the picks and shovels to the AI ecosystem.”
The diplomatic backdrop of US-Iran talks also helped the markets. Mr Trump said he would briefly pause US operations escorting ships through the strait, which has been effectively closed since Iran blockaded it in late February, triggering a global energy shock. US defence secretary Pete Hegseth confirmed the ceasefire remained in place despite the US and Iran exchanging fire the previous day.
“Markets embraced a sense of calm and stability overnight, with the risk of escalation in the Middle East conflict viewed as having diminished,” analysts from Westpac wrote in a note.
Despite the optimism, analysts cautioned that significant uncertainties remained this week.
“A fragile ceasefire, a novel blockade, Friday’s NFP and diminishing odds of a US-Iran peace deal are all converging this week,” said Lukman Otunuga, head of market research at trading broker FXTM.
“Gold may find itself on the losing end of conflict-induced inflation fears, even as uncertainty grips markets.”
Gold rose 1.2 per cent to $4,609.59. The dollar index slipped 0.1 per cent, snapping a three-day winning streak, with the euro rising to $1.1724 and sterling to $1.3577.
The Australian dollar climbed 0.6 per cent to its highest since June 2022, buoyed by improved risk appetite and underpinned by a third consecutive interest rate rise from the Reserve Bank of Australia, which cited the Middle East conflict’s impact on fuel and commodity prices. The ten-year US Treasury yield held flat at 4.424 per cent.
Business
Oil prices ease as US pauses Project Freedom to seek Iran deal
President Donald Trump raised hopes of an agreement between the US and Iran after days of escalation.
Source link
Business
Government needs to act on Middle East impact on retail, industry warns
Retailers braced for the effects of the Middle East conflict have urged the Government to cut domestic costs to help them keep prices down for consumers.
The British Retail Consortium (BRC) said four in five people (80%) feared the Middle East conflict would push up food prices, and called on the Government to help by easing pressure on businesses from higher national insurance, packaging levies, new regulations, and business energy charges.
The BRC said retailers were already absorbing “significant” additional costs from the conflict including rising energy and shipping costs, with knock-on effects for fertiliser, manufacturing and logistics.
It warned those costs would inevitably filter through to the till over the coming months.
But it said the Middle East was only part of the picture, and retailers had absorbed £6.5 billion in extra employment costs from rising national insurance contributions and the national living wage, alongside a new packaging tax costing £1.6 billion.
Meanwhile, more regulatory “burdens” were imminent, including guaranteed hours provisions under the Employment Rights Act and the proposed reformulation of thousands of food lines under the new nutrient profiling model.
A survey for the BRC found 73% of people expect the Middle East conflict to raise the price of products other than food, while 81% are worried about rising energy bills, 76% about petrol and diesel, and 68% about tax increases.
Food retailers met Chancellor Rachel Reeves in early April and called for the removal of energy policy levies, network charges and system fees that now make up between 57% and 65% of a typical business electricity bill.
They also asked for the introduction of the updated nutrient profiling model for food and drink to be delayed, and for a review of the triple packaging levy, forecast to cost retailers more than £2 billion a year.
BRC chief executive Helen Dickinson said: “The Middle East conflict is driving up costs across the supply chain and families are right to be concerned.
“But not every pressure bearing down on retailers comes from the Gulf. Higher national insurance, packaging levies, new regulations, and business energy charges are all domestic policy decisions, made in Westminster, and they can be addressed there.
“Such action by government would help retailers to keep prices affordable for households.
“Other governments are already acting. Germany has reduced electricity costs for businesses by moving levies off bills and EU leaders are actively discussing similar responses to this crisis.
“The UK should be moving in the same direction, not treating global instability as cover for inaction on costs of its own making.
“Retailers are working hard to hold prices down, but they cannot do it alone.
“Every cost government chooses not to address is a cost that will find its way into someone’s shopping basket. That is a political choice, and it is one ministers still have time to change – but the window to act is closing.”
-
Tech1 week agoA Brain Implant for Depression Is About to Be Tested in Humans
-
Tech1 week agoAlmost 90% of women leave tech industry within 10 years | Computer Weekly
-
Sports1 week agoPro wrestling star Steph De Lander reveals how colleague’s advice helped lead her to title triumph at ACW
-
Business1 week ago‘I had £20,000 stolen and had to fight a 13-month fraud reporting rule to get it back’
-
Entertainment1 week agoNorway joins Type 26 Frigate Programme to boost NATO naval power
-
Entertainment1 week agoMelania Trump says ABC should ‘take a stand’ on late-night host Kimmel
-
Tech1 week agoAre tech leaders risking a cyber resourcing crisis? | Computer Weekly
-
Business6 days agoPSX plunges over 4,800 points | The Express Tribune
