Vie Active, a Sun Valley-based women’s activewear brand, opened the doors to its first full-scale retail location at 351 North Leadville Avenue in the Galleria Shopping Center. Located in the heart of downtown Ketchum’s shopping district, kitty corner to Giacobbi Square, the store officially opened today, July 19, with a soft opening to the public this weekend.

The opening marks the first permanent brick-and-mortar store for the apparel business since relocating its headquarters to Sun Valley one year ago from Los Angeles, CA. Prior to opening the store, Vie Active has maintained its offices and limited inventory in the industrial park. They also hosted a popup store earlier this winter on Sun Valley Road to gauge the demands of a fulltime location.

“We are thrilled to be opening a fulltime store here in town,” said Noa Ries, founder and CEO of Vie Active. “We have a tremendous loyal local following among the community and are excited to be in a highly trafficked area to expose the brand to more people in the area. Sun Valley is the epitome of active living and we know there is a huge opportunity for more activewear retail offerings like ours. We wanted to create a beach house vibe that pays homage to our Australian roots but also evokes the mountain town vibe we feel here.”

The retail space is approximately 700 square feet with both street-facing and interior access. The store design is meant to be more than just a shopping experience, with artwork, furniture and fabrications which evoke the Vie Active lifestyle. Inspired by Ries’s hometown of Bondi Beach, the store has a laid-back beach house vibe, outfitted with a shell chandelier, drift wood hued floors and a collection of surfboards from Ries’s own personal collection.

Photo courtesy Vie Active