Athleta to open first outlet stores

By

Benjamin Fitzgerald

Published
Jul 8, 2022

Activewear brand Athletica announced on Thursday it plans to open its first two outlet stores this summer and fall, as part of its goal to open another 30 to 40 mores stores in 2022.

The Gap Inc.-owned company said ​its new outlet stores will debut in Chicago, Illinois and Leesburg, Virginia in the next few months.

“As part of our long-term strategic growth plan, Athleta is investing in new access points to reach new customers, deliver new value to customers who already know and love our brand, and expand our community of empowered women and girls,” said Mary Beth Laughton, president and chief executive officer of Athleta.

“Our new outlet stores are intentionally designed to stand out from traditional outlet and clearance store models, helping drive new customer acquisition and increased brand awareness for Athleta.”

Spanning more than 3,100 square feet, the first Athleta outlet will officially open at the Chicago Premium Outlets this summer. Its second location, a more than 3,300-square-foot store at the Leesburg Premium Outlets, will open this fall.

​Each outlet store will feature a curated assortment of Athleta’s performance and lifestyle products, including the Salutation Stash Tight, Momentum Seamless Tank and Conscious Crop. The remaining outlet assortment will offer customers "unique value" on existing Athleta styles, the company said.

Athleta said its new outlet stores mark a growth milestone for the brand’s store footprint, which is on track to grow by 30-40 new stores by the end of the 2022 fiscal year.

It has already opened 12 stores in North America in the last six months with locations bowing in San Francisco, CA; Southbury, CT; Park Ridge, IL; Lafayette, LA; Cary, NC; Chester, NJ; Reno, NV; Exton, PA; Franklin, TN; Riverton, UT; Salt Lake City, UT; and Burlington, Ontario.

Founded in 1998, Athleta retails inclusive sizing across more than 200 styles ranging from XXS-2X. Its stores offer in-store styling appointments, free alterations, and wellness-focused community events.