A photo of an already-open Athleta store. The Reston store is to be very similar. (Photo: Chun Y Lai Photography, courtesy of Athleta)
Ladies, if you’ve long loved the previously catalog- and online-only Athleta for its fashionable, flattering fitness apparel but wished you could shop the looks in a store, prepare to have that wish granted next Wednesday. Wednesday, June 13, the highly anticipated Athleta store at Reston Town Center will officially open it doors to shoppers.
Recently we caught up with senior manager of marketing communications for Gap Inc. (Athleta is the athletic arm of Gap Inc.’s five clothing and accessories brands), Sarah Andrus, who says that getting an up-close look at the marvelous merch is only the beginning of the bennies shoppers can expect at the new brick and mortar store.
“Products not available in-store can be shipped free of charge,” says Andrus. “Also, our stores have some excellent perks like really amazing customer service from our Performance Stylists, who know our performance products inside and out.” The stores also host free fitness classes—schedules for which can be picked up in-store—and complimentary hemming is included with every purchase.
Athleta is also opening a store in Tysons Corner Center soon (expected to open in early July), but that’s just a glimpse at how fast the brand is growing. “Athleta began 14 years ago as a catalog-only business and evolved to sell direct through a consumer catalog, online through athleta.com and now through 13 stores across the country,” says Andrus. Make that number 16 now, with the plan to have 50 Athleta stores in the U.S. by the end of 2013.
No surprise the quick growth is thanks to fierce consumer demand. Andrus tells us,“For years our customers have been telling us they want a place where they can touch, feel and try on our beautiful performance and lifestyle products.”
As loyal Athleta shoppers can attest, whatever one’s chosen sport, Athleta’s gear is designed to make female athletes look, feel and perform beautifully. “Our unique breadth of products is designed by and for female athletes in every athletic pursuit, from running to swimming to skiing to biking. We use technical fabrications and unique designs targeted to women athletes who want high performance,” explains Andrus. Clothing incorporates functional details including reflective designs on flicker points, hidden pockets with locking zippers, thumb holes and quick-drying fabrics among other features.
And as if all that were not reason enough to look forward to the opening, in support of its national partnership with Girls on the Run (a nonprofit that helps promote preteens’ self-esteem and build a healthy lifestyle through running), Athleta will make a donation to the organization’s local chapter in celebration of the Reston store opening.
See you there soon.
Happy shopping!
–Hilary Adleberg with Natalie Kaar