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Gaining Fashion Inclusivity for Women
Fitness Clothing is for everyone! That’s the bold and energetic message REI and Athleta brands are sending this month along with the exciting news of the expansion of their wholesale partnerships. Wholesale partnerships include a curated selection that will take the fashion/fitness industry by storm at 135 stores nationwide and online.
A leader in walking and fitness equipment with a growing community of more than 20 million members, REI, the nation’s largest consumer cooperative, has partnered with Athleta, a well-known fitness apparel brand committed to being a women-led community. For women. Representing and celebrating women of all ages, races, ethnicities, identities, sizes and abilities, the two brands are sounding the alarm for inclusivity, with broad reach to change the women’s fitness apparel industry.
The combined customer experience will not only include specific styles of Athleta premium performance/lifestyle apparel and accessories, but REI will carry a selection of expanded sizes selected from sizes 0-26 in walking and fitness apparel designs in a quarter of all stores and online. at REI.com. In partnership, the two brands can easily become a dynamic model of working together for a greater purpose. With the need for an increase in activity, this partnership will prove not only lucrative but also a way to improve the overall health of women worldwide.
By providing expanded sizes, REI and Athleta are now stepping into a new community of active female consumers as well as those who want to be more active, break barriers and fight fashion discrimination more.
“We are constantly looking for new ways to bring Athleta to more customers…This expanded partnership with REI is an example of how we can expand our reach and strengthen a new community of active women through a like-minded brand,” says Mary Beth. Laughton, President and CEO of Athleta, in a recent press release. REI Senior Merchandising Manager Krista Hildebrand says she is “excited to offer a wider selection of Athletas in more locations.” He praises the Athleta brand, describing it as “amazing… offering versatile clothing options so customers can focus on enjoying the outdoors.”
It is such a liberating feeling to visit the REI online store and be able to shop from Athleta’s great selection of styles and sizes. There is a sense of friendship (between two brands) when shopping on the site. The experience encourages long hikes, hikes and adventurous mountain and rock climbing that are good for a woman’s mind, heart and soul.
TCF Community is proud of this partnership and celebrates yet another victory in retail and fashion. We look forward to the unfolding plan of this incredible partnership and look forward to the many doors that will open in the industry as a result of this leap of faith and power for all women.
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