US apparel brand Athleta announces entry into Canada

23 Apr '21

3 min read

Pic: Business Wire

Athleta is set to enter into Canada this year, marking the performance lifestyle brand’s first company owned expansion outside the US. Athleta plans to launch e-commerce late this summer followed by opening retail stores at Yorkdale Shopping Centre in North York, Ontario and Park Royal Shopping Centre in West Vancouver, British Columbia in fall 2021.

The brand plans to open between 20 and 30 stores a year, adding to its existing profitable fleet of over 200 stores across the US. Athleta stores remain top customer acquisition and brand awareness vehicles and are a key component of the growth and future of the brand. New entry points, including wholesale partnerships and international expansion through franchise and company operated stores, are strategic steps towards growing the brand to two billion dollars in net sales by 2023. In 2020, Athleta surpassed one billion dollars in net sales and had 16 per cent annual sales growth, according to a media statement by the company.

Athleta will also launch an e-commerce site in Canada, making its assortment of sustainable, inclusive, versatile products available to all Canadian consumers. Products will be fulfilled by the Gap distribution centre in Brampton, Ontario, eliminating international taxes and lengthy shipping times for Canada-based consumers. E-commerce in Canada is fast-growing, and the pandemic further accelerated the channel’s growth. Additionally, Athleta experienced double-digit online growth in the US last year, and 60 per cent of the business was generated from e-commerce, Athleta said.

As a customer-led brand, Athleta conducted extensive research to understand the behaviours of the Canadian consumer. The findings support customer demand for a purpose-driven performance lifestyle brand. Athleta’s differentiated brand focus on wellness, sustainability and inclusivity coupled with versatile products will resonate across geographies into the Canadian market, according to Athleta.

Athleta is a purpose-driven company with a mission of empowering a community of active women and girls. Inclusivity is core to Athleta’s brand DNA and in turn, it will bring a differentiated product offering to the Canadian market including extended sizing in approximately 500 styles in stores and online. Athleta believes in using business as a force for good and became a certified B Corp in 2018. The brand will join the over 230 certified B Corp businesses operating in Canada. Today, over 70 per cent of Athleta products are made from sustainable materials.

“International expansion is a key component of our growth strategy to reach two billion dollars in net sales by 2023, and we are very proud to introduce Athleta to customers in Canada. As a purpose-driven brand, we are excited to expand our community of empowered and confident women and girls to Canada and bring them a differentiated and inclusive offering in the performance lifestyle category,” Mary Beth Laughton, president and CEO, Athleta said in a statement.

Fibre2Fashion News Desk (GK)

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