Athleta plots its first outlet stores

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Athleta plots its first outlet stores

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Dive Brief:

  • Athleta seeks scale for its athletics brand opening its first two outlet storesAccording to a company release, the number is approximately. The new locations count toward the company’s goal of opening 30 to 40 stores this year.
  • Chicago Premium Outlets will be opening a location in the summer, while a Leesburg Premium Outlets store will open in the fall.
  • Athleta will have outlets that offer a variety of products and services to its customers. “curated assortment” of the brand’s performance and lifestyle products. 

Dive Insight

Athleta is focused on growth and has opened its first two outlet stores. “milestone”It is expanding its store network. These locations join 12 other Athleta stores that opened in North America this year. They also offer a new way to interact with customers.

“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,”Mary Beth Laughton is the president and CEO at 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.”

Athleta is a bright spot and growth vehicle as Gap Inc. struggles with its Banana Republic and namesake brands. With deals last year, the apparel company is trying to expand Athleta beyond its core. Take the brand to more then 100 REI storesAnd Open a shop in Canada.

Canada, the brand’s first company-owned expansion outside of the United States, is a “strategic growth priority”Athleta and its parent company. Three stores are currently open by the athletic brand in the region. announced four additional locationsThis fall, they will open. Athleta also announced the opening of its first U.S. outlets. The company also highlighted its initial progress made in Canada, stating that customer acquisitions in the region exceeded expectations by 40% in Q1.

Athleta can open outlet stores to reach customers with lower budgets. This could help the brand get rid of excess inventory at a moment when many in the industry are struggling with inventory levels. Athletics retailer Dick’s Sporting Goods has tested a Many clearance optionsOver the The past couple of decadesThe pandemic ravaged retail. Lauren Hobart, CEO, called attention to the Going, Going, Gone concept in May. Helping to clear excess inventory.

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