Fabletics expands into footwear

Kate Hudson's Fabletics will offer eleven styles of athletic and lifestyle shoes in its first ever footwear capsule collection.

The eleven styles include training shoes, slip ons, booties, high tops and lifestyle sneakers. The shoes incorporate performance benefits such as lightweight and flexible materials. They also hit lifestyle points with design features including memory foam soles, faux suede fabrications and zipper and reflective accents.

The shoes in the collection appeared to draw design inspiration from Vans slip ons and Nike trainers, running shoes and a sneakerboot.

For now, Fabletics is excited about its new category launch. Adam Goldenberg, Co-CEO & Co-Founder of TechStyle Fashion Group said, "We are thrilled to expand the Fabletics brand into another new category with the launch of footwear, which is being introduced in direct response to feedback from our members."

Fabletics was started by Kate Hudson in 2013. It boasts over one million subscribers hoping to emulate Hudson's easy athletic style. Nevertheless, the company has also faced harsh criticism from many customers who have had difficulty cancelling their memberships after being dissatisfied with the product.

While customers can shop the e-commerce site without becoming a member, membership is strongly encouraged. The company offers promotions such as a complete outfit for $20, or two pairs of leggings for $24. Goldenberg said of the footwear launch that now women "can easily outfit themselves in fully styled head-to-toe look."

The new Fabletics shoes begin retailing at $39.95. The assortment is available in the US, Australia, Canada, Germany, Spain, France, the UK and Netherlands. It will be exclusively available to members on Fabletics' online site beginning on September 19.

Fabletics expands into footwear

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