Case Study: Fabletics achieves omnichannel transformation and store expansion with Microsoft Azure

A retail veteran returns to familiar ground to transform online superstar Fabletics

Fabletics, a U.S. activewear retailer known for its online success, faced the challenge of translating digital strength into physical retail after industry upheaval. With retail veteran Gregg Throgmartin advising the company, Fabletics aimed to blend its e-commerce insights with brick-and-mortar operations to create a seamless omnichannel experience.

By leveraging Microsoft Azure to unify its digital platform and analytics, Fabletics scaled infrastructure and used data-driven insights to inform store operations and customer personalization. The Azure-powered solution supported the retailer’s expansion into physical stores while preserving its digital-first capabilities and improving customer experiences.

Fabletics