The Gap Inc. plans to open its first Athleta store in Strawberry
Village Shopping Center in Mill Valley, CA, in late spring. According to
the North Bay Business Journal, Gap recently began advertising for
workers to test Athleta stores in the San Francisco area.

“Leveraging its brand strength and customer loyalty in the catalog and
e-commerce channels, Athleta is currently testing a store expression of
the brand,” the ad read. A Gap spokesperson described the store as a

Gap acquired the active women’s catalog and website in September 2008.
It currently has no locations.

Athleta is part of the company’s Gap Inc. Direct segment. In the fourth
quarter, sales of the direct-only brands Athleta and Piperline increased
to $54 million from $36
million a year ago.

It targets active and stylish women between the ages of 25 to 55 and
activities including golf, running, skiing and snowboarding, tennis,
and yoga.