Gap Inc. plans to open between eight and 10 Athleta stores in the U.S. in 2011, including one in Los Angeles. In January, Athleta, acquired by the Gap Inc. in September 2008, opened its first full-scale retail location on Fillmore Street in San Francisco. Athleta also has a smaller store in Strawberry Village Shopping Center in Mill Valley, CA, that opened in 2010.
On Gap's Q4 analyst call last week, Glenn Murphy, Gap Inc. chairman and CEO, called the San Francisco store opening for Athleta “a big milestone.
“We went from a catalog business to being online on the web to the universality platform with Gap Inc.'s family of brands, and now a physical presence with this very nice and well received flagship store in San Francisco,” said Murphy.
Murphy also said that the Gap chain is also increasing its focus on active athletics with its GapBody Fit athletic pants collection as part of its efforts to capitalizing more on emerging categories. In about 150 stores, GapBody Fit encompasses a complete collection covering 400 to 500 square feet. At another 100 to 150 stores, the collection covers 250 to 300 sf.
Gap Inc. now has three different prices attacking the active apparel opportunity. Old Navy's plain activewear costs between $19.50 to $29.50, Gap's prices on active items ranges from $45 to $50, with Athleta the next step above that.
