Athleta finds the right fit in sonoma county Athleta finds the right fit in sonoma county The styled, healthy vibe of the athleta brand is apparent in the entryway to its secret headquarters in petaluma. Three cruiser bikes stationed by the door choose to take employees for a quick jaunt to a coffee shop.A larger than life photo of a yogi stretching in front of a mountain greets visitors in the reception desk.And floor to ceiling windows look out regarding the panorama of shollenberger park, where teams hold support groups on trails to hash out ideas or test new gear. At a time when many retailers are focusing on expanding their presence around the, athleta is launching a major expansion into physical stores.It is backed by the time of gap inc, which spent $148 million to find the catalog and online brand of women's athletic clothing in 2008. Today athleta has 200 office staff in petaluma, where it designs a unique apparel, tests its goodies on models, crafts temporary catalogs, manages a network of stores and fields customer service network calls. It draws its employed pool, its design sense and much of its corporate values from the outside ethos of sonoma county, where organization was founded in 1998. Is how our talent lives, stated that scott key, senior vice president and gm of athleta.Of the value proposition of sonoma county is the life-Style this brand is about, the cabability to get outside.Growth plans are ambitious.In the span approximately a year the brand has opened 10 stores, extending its physical presence as far as ny city.The company plans to open one more 20 stores this year, and aims to have 50 athleta locations country wide by the end of 2013. The gap acquisition gave the company the expertise it needed to successfully Pandora Australia Sale move into traditional retail, key claimed. Of the core abilities of gap inc.As a company is running shops, stated key, who spent more than 20 years at gap before getting into the top spot at athleta last year.Will probably be the bread and butter of how gap inc.Has changed into a very large specialty retailer.And so likely to go on, know-How, functionality, the access capital, all those things were capacities that athleta inherited as part of buying.The direct unit released $1.3 billion dollars in sales in fiscal 2010, Up 16 percent from the year before. Athleta brought an unusual power of its own to the fold.Previously being a catalog retailer for so long, the brand knew where its prospective site visitors were, and that has helped it determine the best placement to open stores. Have a brief history as a direct retailer, key asserted.Of the distinct advantages is that you have a good idea of where them live.That legitimate grounds, athleta's flagship store in bay area is located outside the city's main shopping mecca, union block.Instead it's on fillmore street in a society once dotted with jazz clubs and now lined with boutiques and pastry shops. Inspirational imagery towers over colorful merchandise in the s.F.Store. Mannequins are modeled afterFemale athletes instead of tha permanentForm.Eco-friendly tea's health benefits dozen variations on leggings and capris stand on mannequins, Many tailoredFor specific pursuits like relay running, Pandora Gold Beads Yoga pushing or hiking, And usually sellingFor $60 to $90.The retailer also sells athletic skirts to pull over leggings can be who want to their assets. Yoga andFitness, Pilates and circuit training classes are held several times a day a week at theStore and at Alta Plaza Park, A chunk away. Back in a getting together with room in petaluma, devices, many of them qualified skilled trained athletes, try on tailored spandex jackets and skorts to present feedback to the designers.Press boards line the hallway with layout ideas for the summertime 2012 catalog, and racks of patterned fabrics provide creativity. About our production is really right here, cited tess roering, deals on Pandora Bracelets vp of marketing.Really fortunate that gives for a lot of collaboration. On a recent weekday day, tracy byrnes, who works in selling at athleta, met colleagues from the business's ad hoc running club, every one of them wearing various cuts of athleta capris and tops as they prepared for their afternoon ritual. Can teach up, byrnes described.Just a method of getting out together.Are permitted, and one canine named pixie had her own nameplate on his caretaker's office door. Makes it act like more of a casual, family air flow, roering stated.It also gets people out.A workout room off the business kitchen, employees or outside motor coach buses lead cross fit, pilates and yoga classes inside the day.Yoga mats are curled up in purple offices with striped towels. Down the area, the customer service network team answers phone calls, and can grab samples and try them on in dressing rooms to better entirely grasp customer concerns. Created by women for women, these products have ruching and tailoring for a woman's contours, as opposed to the it and shrink it approach that many sportswear manufacturers take to women's gear, roering claims.

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