the women's activewear brand owned by Gap Inc., opened its first full-scale retail location on San Francisco's renowned Fillmore Street.
Gap said in a statement that the store offers Athleta's collection of women's active lifestyle apparel for yoga, running, swim, gym, hiking and skiing – designed by and for female athletes — as well as an array of other products for both athletic and everyday pursuits.
“Our customers have been asking us for a place to touch and feel the product and we are thrilled to be able to deliver on their wishes,” said Kelly Cooper, Vice President of Merchandising, Design and Product for Athleta. “With Athleta's heritage rooted in Sonoma County, it was a natural fit for our first store to be located in the Bay Area, and in one of San Francisco's great neighborhoods. Our customers will have access to a wide selection of our product in an innovative and vibrant store environment providing a place to build community, and connect with the energy, beauty and strength that is Athleta.”
The 5,000 square foot store, located at 2226 Fillmore Street, has an “open, airy feel and showcases the brand's inspirational imagery and headlines.”
Custom-made mannequins molded from the body of an Athleta model and real-life athlete will be featured prominently throughout the store, as well as kiosks that link directly to the website offering customers access to additional product. Eight large sized fitting rooms are located toward the back of the store. Complimentary tailoring is included with every purchase.
“This store opening launches the next phase of our multi-channel growth plan for the Athleta brand,” said Toby Lenk, president of Gap Inc. Direct, the division which houses the Athleta brand. “What began as a catalog business 12 years ago, evolved into a successful online channel, and today marks another milestone for the Athleta brand.”
To mark the opening of the San Francisco store, Athleta has partnered with the local chapter of Yoga Bear, a national non-profit organization providing opportunities of health and wellness to cancer patients through the practice of yoga.
Athleta was founded in 1998. Approximately 90% of its product is proprietary branded, across a wide variety of sports and fitness activities, including a high component of crossover apparel as well as casual wear. The company is headquartered in Petaluma, CA, and has nearly 200 employees. Athleta was acquired by Gap Inc. in September 2008 and is part of the Gap Inc. Direct division.
