TechStyle turns digital retail model upside down with Fabletics

Reed Karaim

TechStyle, the online fashion retailer, has gleaned several advantages from taking its successful Fabletics activewear brand into brick-and-mortar retail stores.

It's hardly a surprise that TechStyle Fashion Group, which has four online shoe and clothing brands, is a big believer in ecommerce for women's fashion.

In fact, Adam Goldenberg, TechStyle's co-CEO, told the Shop.org Conference in Los Angeles that it operates with a "fundamental belief that, today, brands should be built online."

First, although TechStyle expects ecommerce to grow from 18% of women's fashion sales to 50% in the next seven to ten years, that still means half of all sales will be in-store. "We do think retail has a place," he said.

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