First Look: Athleta’s new Manhattan showplace

Marianne Wilson
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Athleta continues its store expansion with the opening of its 35th new store this year.

The active lifestyle brand for women and girls, a division of Gap Inc., opened the doors to a multi-level 5,000-sq.-ft. location in the Soho neighborhood of Manhattan. The store includes a dedicated community space aimed at bringing Athleta’s mission to empower women and girls to reach their limitless potential to life through movement and connection. 

Athleta plans to open approximately 30 stores in 2023 and is targeting $2 billion-plus in sales.

“Athleta Soho marks our 35th new store opening in North America this year, meeting our goal to add 30 to 40 new stores to our fleet in 2022,” Cristy Maggio, head of stores for Athleta. “The expansion of our store footprint is an important driver of Athleta’s long-term growth plan, helping us build brand awareness and expand our community of empowered women and girls.” 

Athleta Soho features the brand’s performance and lifestyle product for women, along with its Athleta Girl assortment. It also offers free alterations, buy online pickup in-store services and personalized styling appointments.

The community space has a flexible format designed to provide a welcoming and empowering environment for holistic well-being activities, including guided movement and meditation classes, expert panels, small-group forums, styling sessions and more.

In addition to brand-curated events, the community space will also be available for local well-being professionals to reserve at no cost to host free community events, conversation and connection. 

“This unique store will be a well-being destination for the Soho community, offering free access to vetted Athleta Well experts and events that support our mission of empowering women and girls at every age and stage of life,” the company stated.

Athleta operates three other stores in Manhattan, including locations on the Upper East Side and Flatiron District and one at Hudson Yards.

In the third quarter, Gap reported that Athleta’s net sales rose 6% to $340 million. Comparable sales were flat, as shoppers shifted from athleisure to dressing for work and occasions. 

Athleta apparel is available at its more than 250 company-operated stores across the United States and Canada, and at