Gap’s Athleta brand opens San Francisco store

SAN FRANCISCO - Women’s active lifestyle brand Athleta has opened its first full-scale retail location, on Fillmore Street in San Francisco. Athleta was acquired by Gap in 2008.

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

The 5,000-q.-ft. has an open, airy feel and showcases the brand’s inspirational imagery and headlines. Custom-made mannequins molded from the body of an Athleta model and real-life athlete are featured prominently throughout the store, as well as kiosks that link directly to the website offering customers access to additional product. Eight large-sized fitting rooms are located toward the back of the store, providing a comfortable setting for customers to try on product. Free tailoring is included with every purchase.