September 16, 2020
On Tuesday, September 15, Athleta opened its 200th new store, marking a milestone for the brand as it continues to grow its store footprint. Located at the Baederwood Shopping Center in Abington Township, PA, Athleta celebrated with a socially distanced ribbon-cutting ceremony, giveaways for the first 50 customers, and in-store fun throughout the day (all vetted through our safe retailing practices, of course!). Athleta’s newest store has been designed to ensure a seamless shopping experience and includes a seating area near checkout, a new fitting room processing area, and a concierge hub in the fitting rooms.
“Our stores are a key component of the growth and future of Athleta. The level of personalized service, custom offerings, and community engagement our stores provide not only attracts new guests but deepens the relationships with our existing customers. As we look to grow beyond 200 stores, I’m so excited at what we can do together to take this brand and our stores to the next phase. We will continue to put our customers at the center and evolve how we service her as we grow and her shopping needs change.” – MB Laughton, Athleta President & CEO.
Athleta’s Baederwood location is the brand’s ninth new store in 2020 as it worked through the unprecedented challenges of coronavirus to safely open all stores – including four on the same day. New Athleta stores welcomed customers in Charlotte (NC), Beavercreek (OH), Marietta (GA), Avon (CT), Rancho Cucamonga (CA), Kirkland (WA) and Bozeman (MT). Strict health and safety guidelines were put in place for employees and customers across all stores including physical distancing guides, increased cleaning and sanitization, and mandatory mask wearing for all. You can read more about our health and safety measures here.
“Opening our 200th store is such an important milestone for the brand. And to the 199 stores that came before Baederwood, a big thank you. Your passion for beautiful, technical and sustainable product combined with providing an authentic, personalized experience for our customers is a magic combination – it’s the secret sauce in how we bring the Power of She to life in our stores.”– Jennifer Steichen, Athleta VP Stores & Operations
Since Athleta opened its first doors in Mill Valley, California in 2008, the focus of its stores has been around customer connection and driving the brand mission of building a community of confident women and girls. In today’s world especially, Athleta is focused on giving her choices to access and engage with the brand in a way that is most comfortable for her including curbside and in-store pickup, ship from store and virtual styling.
In addition to expanding its virtual stylist program, Athleta is introducing private in-store styling appointments in participating stores and this offering will be available at its Baederwood location.