Gap Opens Athleta Store in San Francisco

Athleta, the active lifestyle brand of the Gap Inc. Direct division (San Francisco), has opened its first full-scale retail location on San Francisco’s renowned Fillmore Street. The store carries Athleta’s collection of women's active apparel for yoga, running, swim, gym, hiking and skiing.

“Our customers have been asking us for a place to touch and feel the product and we are thrilled to be able to deliver on their wishes,” says Kelly Cooper, vp, merchandising, design and product for Athleta. “With Athleta’s heritage rooted in Sonoma County, it was a natural fit for our first store to be located in the Bay Area, and in one of San Francisco’s great neighborhoods.”

The 5000-square-foot store features an open, airy feel. Custom-made mannequins molded from the body of an Athleta model and real-life athlete will be featured prominently throughout the store, as well as kiosks that link directly to the website offering customers access to additional product. Eight large fitting rooms are located toward the back of the store, providing a comfortable setting for customers to try on product, and complimentary tailoring is included with every purchase.

“This store opening launches the next phase of our multi-channel growth plan for the Athleta brand,” says Toby Lenk, president of Gap Inc. Direct. “What began as a catalog business 12 years ago, evolved into a successful online channel, and today marks another milestone for the Athleta brand.”

Athleta, headquartered in Petaluma, Calif., was founded in 1998 with the mission of providing women athletes with apparel for different sports and fitness activities. The brand was acquired by Gap Inc. in September 2008 and is part of the Gap Inc. Direct division.