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The Dynamic Duo: REI & Athleta Extends Their Reach To All Women


A victory for women’s fashion inclusion

Fitness clothing is for everyone! That’s the bold and energetic message the REI and Athleta brands are sending with the exciting news of their wholesale partnership expansion this month. Their wholesale partnership includes a curated selection in 135 stores nationwide and online, which will take the fashion and fitness industry by storm.

REI, the country’s largest consumer cooperative, a leader in hiking and fitness equipment with a growing community of over 20 million members, has partnered with Athleta, a fitness clothing brand well known, committed to being a community led by women for women. Together, the two brands are sounding the alarm bells for inclusiveness, with extended reach to change the women’s fitness clothing industry‚Ķ representing and celebrating women of all ages, races, ethnicities, identities, sizes and abilities .

Together, the customer experience will not only include select high-end Athleta performance / lifestyle apparel and accessory styles, but REI will also offer expanded size options from size 0 to 26 in hiking apparel designs. and fitness in a quarter of all stores and online at REI.com. In partnership, the two brands can easily become a dynamic model of collaboration with a more ambitious goal. With the need for increased activity, this partnership will prove not only lucrative but an avenue for improving the overall health of women around the world.

By offering expanded sizes, REI and Athleta are now entering a new community of active consumers as well as those who want to become more active, break down barriers and fight more against fashionable discrimination.

“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 through a like-minded brand and empower a new community of working women,” Mary Beth Laughton, President and CEO of Athleta, said in a recent press release. REI Senior Director of Merchandising Krista Hildebrand says she is “delighted to offer a wider selection of Athleta options, in more locations.” She praises the Athleta brand, calling it “amazing … offering so many versatile clothing options so customers can focus on the outdoors.”

Visiting the REI online store is such a liberating feeling, being able to shop for Athleta’s amazing style and size options. There is a sense of camaraderie (between the two brands) when shopping on the site. The experience encourages long walks, hikes, and adventurous mountain and rock climbing, which is good for a woman’s mind, heart, and spirit.

The TCF community is proud of this partnership and celebrates yet another victory in retail and fashion. We look forward to the development plan of this incredible partnership and look forward to the many doors that will open within the industry as a result of this act of faith and strength for all women.

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