Athleta in big expansion of wholesale partnership with REI

Marianne Wilson
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A curated selection of Athleta merchandise will soon be available in 135 REI stores.

Athleta goods will soon be available in nearly all REI Co-op stores.

The women’s performance brand, a division of Gap Inc., is expanding its wholesale partnership with outdoor retailer REI Co-op from five to 135 stores nationwide and online. Under the agreement, Athleta will bring a curated selection of its product lineup to the stores and online. Customers will be able to shop Athleta core lifestyle, hike and yoga bottoms, along with key tops and accessories.  

Additionally, REI will carry select extended sizing options from size 0-26 in hiking and fitness apparel designs in one quarter of all stores and on its website.

As part of its growth plan to reach $2 billion in net sales by 2023, Athleta has committed to investing in new touchpoints to increase awareness and drive new customer acquisition. In April, Gap said it will consider wholesale partnerships and international expansion through franchise-operated stores to grow Athleta globally.

“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,” said Mary Beth Laughton, president and CEO, Athleta, which operates more than 200 stores nationwide along with a catalog and website. “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.”

[Read More: Athleta turns up heat on rivals with new wellness platform; supports Biles]

Athleta is a purpose-driven brand with a mission to ignite a community of healthy, confident, active women and girls to reach their limitless potential. This partnership brings together two purpose-driven brands who share a belief in sustainable business practices and empowering women to enjoy active lifestyles.

“We are thrilled to offer a wider selection of Athleta options, in more locations, to our customers,” said Krista Hildebrand, senior merchandising manager, REI, which has 138 locations in 39 states and the District of Columbia. “Athleta is an amazing brand offering many versatile apparel choices so customers can focus on enjoying the outdoors.”