Fabletics plans 10 more stores in Colombia over five years

Fabletics is considering opening 10 additional stores in Colombia over the next five years. According to a report published by La Nota Económica on 8 November 2026, Nova Group, which holds the brand’s franchise in the country, is leading a strategy combining physical expansion, e-commerce and partnerships with sports venues. The planned growth would begin in Bogotá before extending to other major cities.

Ten new stores as the growth target

Fabletics’ plan envisages gradual expansion from its existing store in Bogotá’s Zona T district. The 10 announced stores would be in addition to that first location — an important distinction when assessing the scale of the proposal: these are planned openings, not an already operating network.

The five-year timeframe also places the announcement within a medium-term strategy. The sequence outlined by the company gives initial priority to Bogotá before extending its physical presence to other major Colombian cities.

For the franchise sector, the key point is Nova Group’s role in local development. The company holds the Colombian franchise and runs the local operations of Fabletics, the US brand specialising in sportswear and athleisure clothing.

This arrangement identifies the operator behind the project. However, the expansion announcement should not be interpreted as an invitation for investors to acquire individual franchise units: the published information describes growth led by Nova Group.

An investment covering more than the store

Fabletics’ entry into the Colombian market involved an investment of more than US$500,000. According to La Nota Económica, these funds covered three areas: opening the first store, developing the digital sales channel and building a local team.

The figure therefore relates to setting up the operation, rather than simply fitting out a shop. Nor does it represent the announced budget for delivering the 10 additional openings during the expansion period.

This distinction matters to anyone comparing franchise opportunities. An outlay covering retail infrastructure, digital tools and a local organisation cannot be used directly as a benchmark for the cost of a future store.

In its initial phase, the operation supports 15 direct jobs across sales, operations and administration. This figure describes the initial team; it is not a recruitment forecast for the full growth plan.

Stores and e-commerce developing in parallel

The Colombian strategy does not depend solely on increasing store numbers. Fabletics launched with a nationwide e-commerce platform, while its physical presence began in Bogotá.

The two channels have different reach. Digital coverage allows products to be offered nationwide without implying that the brand has stores in every city served. The planned openings, meanwhile, would gradually increase the number of places where customers can engage with the brand in person.

The company presents the strengthening of e-commerce as one of its three growth priorities, alongside store expansion and building a community around sport and wellbeing. Tracking the project therefore requires attention to both new physical locations and the development of the digital operation, without confusing market coverage with store numbers.

Sports partnerships as part of the plan

The third element of the strategy involves strengthening partnerships with gyms, fitness studios and clubs. This supports both commercial growth and the aim of building a community connected to sport and wellbeing.

These partnerships are one strand of the Colombian project. They do not in themselves constitute new stores, nor do they indicate how many retail outlets might open within sports facilities. The announcement’s quantified target remains 10 additional stores over five years.

For Colombia’s franchise sector, the case illustrates a development plan bringing local operations, initial investment, sales channels and relationships with sports organisations together under a single strategy.

Practical takeaway: when assessing this announcement, distinguish the initial investment from the expansion budget, and planned openings from those already completed. Any opportunity to participate should be confirmed directly with the operator before assuming that individual franchises will be available.