Sports Authority announced the launch of an exclusive yoga
lifestyle line, called Bloom. In an interview with Sports Executive Weekly, Stephen
Binkley, EVP and chief merchandising officer of Sports Authority, said the
retailer a couple years ago began repositioning its stores to embrace the yoga
opportunity by giving the category more prominent space and establishing related
in-store shops. Those efforts led to a fairly robust business in yoga over
the last several years that was eventually aided by the launch of an
opening-price point womens sportswear brand, Aspire. Aspire saw tremendous
success, encouraging Sports Authority to develop more of a lifestyle and
mid-price point brand that became Bloom.
Bloom is the next price point step up from Aspire, said
Binkley. A particular focus was on developing comfortable, functional and
trend-right apparel that can be worn when practicing yoga or on the go, said Binkley.
Blooms pieces are consciously designed to conserve the
Earths beauty by utilizing fabrics blended with organic cotton, rayon made
from bamboo or Repreve yarn, a soft and comfortable fiber made from recycled
materials.
We really wanted to speak to the customer who is not only
outdoor-inspired but someone who really understands the value of natural
feeling clothing, said Binkley. Everything is really designed from a bass
level consciously integrating eco-friendly fabrication as well as end use.
From a technical standpoint, Bloom offers moisture wicking, comfort
stretch and seamless technologies. Added Binkley, Its not just a lifestyle
brand you see on the floor without technical aspects but truly theres the
functional benefits as well.
The Bloom line includes colorful tunic tanks, layering
tanks, fitted tanks, fleece jackets, fleece cardigans, long-sleeved tees,
long-sleeve dolmans, fitted tights, flared skirted pants, flare pants and
straight capris, and the average price point ranges from $35 to $70 per piece.
He adds, The debut of this exclusive yoga line is a
significant milestone for the company and we believe our customers will embrace
Blooms look, feel and price point. We set forth to create a clothing line that
is innovative, affordable and helps women stay steady and focused during their
practice and in their everyday lives.
Binkley declined to say whether Bloom marked a bigger push
by Sports Authority in womens, noting that that retailer is privately-held and
doesnt reveal as much as when it was public. However, he added, Everybody is
fighting for their share of the womens marketplace.
