1. News
September 9, 2021

Athleta and REI extend physical and online retail partnership

Athleta plans to reach $2bn in net sales by 2023 as part of its growth plan.

US-based performance lifestyle brand Athleta has expanded its wholesale partnership with speciality outdoor retailer REI Co-op to more physical and online stores.

Athleta’s curated products selection will be made available in 135 REI Co-op stores in the US, as well as online.

Products offered in the stores will include selected Athleta premium performance and lifestyle apparel and accessories from Athleta’s core lifestyle, hike and yoga ranges, along with ‘key’ tops and accessories.

In an effort to be more size-inclusive, REI will also offer select extended sizing options for its hiking and fitness apparel products in one in every four stores.

REI senior merchandising manager Krista Hildebrand said: “We are thrilled to offer a wider selection of Athleta options, in more locations, to our customers.

“Athleta is an amazing brand, offering many versatile apparel choices so customers can focus on enjoying the outdoors.”

The expansion is in line with Athleta’s growth plan to generate $2bn in net sales by 2023.

The brand is also investing in new touchpoints to raise awareness and support its customer acquisitions.

Athleta president and CEO Mary Beth Laughton said: “We’re constantly looking at new ways to bring Athleta to more customers and meet her where she is, which is an important component of our growth strategy.

“This expanded partnership with REI is an example of how we can extend our reach through a like-minded brand and empower a new community of active women consumers.”

Based in San Francisco, California, Athleta has more than 200 retail stores across the US.

The company is owned by clothing and accessories retailer Gap.

REI is a consumer co-operative focused on the speciality outdoor sector. Based near Seattle, the retailer has more than 20 million members.

It operates 168 retail locations across 39 US states, as well as Washington DC.