Fabletics, the US active and lifestyle wear retailer, has revamped its supply chain planning with new technology as part of plans to further expand the business.

The technology, developed by Blue Yonder, includes tools for demand planning, allocation and replenishment, merchandise financial planning, and size scaling.

As part of the move, the retailer will use datasets and algorithms for inventory recommendations across each of its brands, as well as revamp its business processes across its direct-to-consumer e-commerce, retail, and dropship and wholesale channels.

The toolset is also designed to help grow the business and offer greater flexibility.

The company, which uses analysis from its Fashion OS tech platform to better understand its customers, also hopes the new supply chain technology will positively impact sustainability through better planning processes that make sure inventory is in the right location to sell, leading to less waste.

The news comes after the business announced last year that it will prioritise growth over the next five years, with the company exploring plans to expand into new regions like Central America, South America, Australia, and the Middle East.

Established in 2013, Fabletics was co-founded by Hollywood actress Kate Hudson.

The company has a VIP membership programme made up of more than two million customers; an online business shipping to the US, Canada, Europe, and most recently Mexico; and over 100 retail stores.

In October 2024, Fabletics announced its expansion into Mexico through a new partnership with omnichannel retail group Liverpool.

“Retailers today find it increasingly challenging to manage demand planning, allocation, replenishment, and forecasting due to supply chain disruptions such as labour shortages and rising inflation," said Vince Beacom, president, global retail, Blue Yonder. "Fabletics is taking the first step in transforming their business to better meet the needs of their consumers and internal teams to expand globally and support their manufacturing process as a result."

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