Athleta just revealed it will open below 14th Street for the first time, with its fourth New York City store opening in Soho this August.
The fitness fashion brand currently has locations in the Flatiron District and on the Upper East and West Sides, but the new store, on Wooster Street between Prince and Spring (in the former Piperlime space) is in the heart of upscale retail land and will be surrounded by designer boutiques in a new way.
“This amazing, high profile location enables us to bring our premium activewear and lifestyle apparel to more women,” says Athleta vice president of stores and operations Kurt Kleespies.
It will be comparable in size to the Flatiron location and will host fitness classes like the other stores.
The opening should line up nicely with the debut of its collaboration with Derek Lam 10 Crosby, too, setting Athleta up for what may be its most stylish season yet. —Jamie McKillop
Athleta, 121 Wooster St., Soho, New York, NY, www.athleta.gap.com