Kate Hudson


MORE THAN A NAME: Three years ago TechStyle Fashion Group — formerly JustFab Inc. — launched an ath-leisure brand that’s now its fastest-growing division.

“I just blew out some candles on a little Fabletics cake,” said cofounder Kate Hudson. “It’s an exciting time for our company.”

Hudson, speaking at the Fortune Most Powerful Women Summit on Wednesday, said, “You kind of cross your fingers and hope for the best [as a start-up] and it turned out to be a really great marriage of people and what our company was able to provide our customer,” she said.

Fabletics from the start aimed to appeal to a wide range of customers, carrying apparel that spoke to varying fitness levels and sports, she said.

“The idea for the brand from the very beginning for us was we wanted it to be all-inclusive,” said Hudson, who pointed out the goal was to reach fitness fanatics all the way to the opposite end of the spectrum.

The brand, which initially started with an online subscription-based model — an avenue that has sometimes faced tough criticism by some subscribers — now counts 18 stores in the U.S. and is set to launch plus-size this year. Its parent has also said the ath-leisure brand is set to reach $250 million in annual revenue. The business, along with JustFab, are part of a family of brands under TechStyle that also includes ShoeDazzle, FabKids, FL2 and a personal styling service called P.S. by JustFab.

Being an actress who is so firmly tied to the brand has had its upsides and downsides, Hudson said, which has only pushed her to serve as more than a marketing tool for the business.

“When you are a celebrity or if you have a name that brings traffic to a web site or sells magazines…you’re under a microscope,” Hudson said. “To me, I like to see things optimistically. To me, the positive of that is you have to be so much more on top of things.”

load comments
blog comments powered by Disqus