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Gap Expands Its Athleta Line

MarketWatch, Thursday, August 11, 2011 9:15 AM

San Francisco-based Gap has opened its third Athleta location. The store, on New York's Upper West Side, is the first on the East Coast, and is part of Gap's plan to use stores to accelerate the growth of the catalogue-and-Internet-sales label.

The company has 10,000 customers who live within a couple of miles of the new store, according to Tess Roering, VP of marketing and creative at Athleta, which the Gap acquired in 2008.

The two other stores are in the San Francisco area: a smaller test store opened last year and a flagship shop opened in January. Gap plans to open the fourth location, also in New York, later this week, with 8 to 10 Athleta stores in six markets by the end of the year and 50 expected by the end of 2013.

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apparel, retail

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