This Saturday April 20, Australia’s 2XU, the maker of performance athletic apparel, will open its first ever retail Performance Center in North America. Located at 1512 Montana Avenue in Santa Monica, CA, 2XU Montana represents the brand’s first retail store in North America, and the beginning of numerous brand building initiatives lined up to support sales growth through all retail channels including wholesale and online.
“Since our North American debut in 2006, athletes from San Diego to New York have responded to our brand with exceptional enthusiasm,” said 2XU Co-Founder and Director of Sales and Marketing Aidan Clarke.
“Were thrilled to be extending our brand experience to the retail level in this critical market,” said Clarke. “This is a milestone in the life of 2XU, and the start of bigger things ahead.”
Following an initial focus on the Southern California region, 2XU will set its eyes on additional retail locations across the nation.
Located in the heart of Montana Avenue, one of Los Angeles premier shopping destinations, 2XU Montana is minutes from the ocean amid 150 premium boutiques and restaurants. With a generous 1,400 square foot floor, the retail space echoes 2XU’s sleek, innovative and technical brand aesthetic with a modern, intelligent design layout and furnishing to enhance the consumer shopping experience.
“We couldnt be more excited for this 2XU retail debut,” said Doug Vargo, 2XU North America Chief Operating Officer.
“The 2XU brand is at a tipping point in North America. In elite sporting circles, we currently boast enviable acclaim for unparalleled quality and technical excellence, and 2XU Montana will enable us to extend our reach to the broader fitness consumer,” said Vargo.
2XU Montana will carry 2XU’s full range of Run and Fitness apparel as well as the brand’s impressive Compression, Triathlon, Cycle and Swim collections. The store will also play home to 2XU run groups and educational performance sessions encompassing health, nutrition and wellness.
With a relentless commitment to engineering world-class garments from fabrics delivering tangible benefits to the wearer, 2XU sets the benchmark in high performance sports apparel. Ongoing testing, research and consultation with professional sporting bodies, is integral to the brand’s winning formula.
