The new outlet stores will debut at Chicago Premium Outlets in Illinois this summer and Leesburg Premium Outlets in Virginia this fall, featuring a curated assortment of Athleta’s premium performance and lifestyle products.
While the move to open new stores supports Athleta’s long-term growth strategy, the brand’s planned expansion in the outlet space is aimed at reaching more customers in more places.
“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.”
Its Chicago Premium Outlets location is expected to feature more than 3,100 square feet of dedicated retail space, while its second location will be more than 3,300 square feet in area.
To date, Athleta has added 12 new stores in North America in 2022, with new locations 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
- Burlington, Ontario (Canada)