Outdoor Voices, the Austin-based activewear brand, on Friday opened a flagship in New York’s Flatiron District. The 1,400-square-foot store will be located at 19th Street and Fifth Avenue and represents the company’s 10th store.

The location is nearby competitors Lululemon and Athleta.

“We really wanted to come to Flatiron not only because of the volume of people that are here, but also because of the fitness enthusiasts that have popped up here and all the classes,” an Outdoor Voices spokesperson told Business Insider.

The company already has one store in Manhattan in Soho, which opened in 2016.

In addition to its two New York stores, Outdoor Voices operates brick-and-mortar stores in Washington, DC; Austin; Dallas; Los Angeles; San Francisco; Boston; Nashville; and Chicago. An additional store is in the works for Houston, TX.