Many apparel companies start with brick-and-mortar stores and then go online. Athleta, a division of Gap offering clothing for a variety of women’s sports, did it in reverse. They started in e-commerce several years ago and now are opening stores at a rapid clip. Tuesday, Athleta opened on the upper level of Cherry Creek Shopping Center, offering apparel and accessories for yoga, running, swimming and a variety of fitness activities, as well as casual wear. The Athleta customer is “absolutely devoted to fitness — it’s an important part of her life,” says Tess Roering, vice president of marketing for the company. “We see 22-year-olds and 72-year-olds; lots of mothers and daughters shopping together.” Sizes range from XXS to XXL, and the store offers yoga pants in various lengths as well as free hemming. The company specializes in styles with both fashion and function, she says. Some of the fabrics are anti-microbial, while others provide sun protection and wick moisture from the body. Right now, shoppers will find summer styles in store; as the seasons change, they’ll bring in ski and snowboard wear as well as running wear for winter. 303- 377-1934; . For more on Athleta, visit .
Photo of tank, $54, provided by Athleta
