Stretching Out: How Foko Retail Helps Fabletics HQ Reach Their Stores [Case Study]

Co-founded by actress and entrepreneur Kate Hudson in 2013, e-commerce company Fabletics has revolutionized the field of activewear with stylish, high- quality apparel that seamlessly transitions from the gym to daily life. Currently, the athleisure brand operates 27 brick-and-mortar locations across the U.S. and has plans for 100 new stores.

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Creating a customer experience that translates from online to in-store requires strong merchandising execution. But as Fabletics discovered, communicating with stores, getting visibility into day-to-day operations, and ensuring tasks got properly executed was challenging the more they grew.

“Our growth has been very fast, and it’s been hard to keep up with it,” says Alexandra Lambros, Fabletics’ Manager of Visual Merchandising. “In the past, we did our merchandising validation through email, which was extremely time-consuming.”

As Fabletics increased its store count and workforce, it was hard to keep track of everything that was happening in-store and follow up accordingly to ensure each store’s visual presentation matched the company’s overall brand vision.

It was time for a change.


Fabletics needed a tool to help them streamline internal communications, better manage duties, and get visual proof of merchandise on display.

In 2017, they began using Foko Retail to assign tasks to stores, collect photos of in-store merchandising, and provide feedback to their frontline, as well as boost engagement while communicating with their store teams.

Foko Retail is a great way for our team to express everything they’re doing in-store, and share it with everyone over here at head office as well.”

Alexandra, Lambros, Manager of Visual Merchandising at Fabletics


Using Foko Retail to communicate between HQ and stores has helped Fabletics streamline its merchandising process and saves the company valuable time on merchandising validation.

Here are the key results:

  • 2 hours a day saved on sending emails
  • 1 day to a week saved on in-store merchandising execution
  • 1 day a week saved on merchandising validation at HQ

“Instead of filtering through email threads with stores and trying to click through attachments… all of our stores’ information and photos are now in one place,” says Lambros. “It’s a much easier way to keep track of everything and has made our merchandising process so much easier.”

According to Lambros, Foko Retail has helped the visual team eliminate the need for email and instead uses the platform for important conversations related to merchandising execution. Because of Foko Retail’s mobile-first design, employees receive messages in real time, even when they’re on the sales floor, and can gain feedback from superiors as they complete tasks, so stores reach merchandising compliance faster.

On top of that, Lambros says Foko Retail has helped improve company culture by giving employees a platform to share best practices, offer advice, and showcase their work.

“We have a lot of people on our team who love merchandising and want to talk about it,” she says. “Foko Retail is a great way for them to express everything that they’re doing in-store and share it with head office as well.”