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First upstate Athleta store coming to Eastview Mall

Rochester Business Journal
September 10, 2013

Athleta, a Sonoma, Calif.-based fitness and lifestyle apparel brand designed for women athletes, is slated to open its first Upstate New York location, at Eastview Mall, next month.

Throughout the holiday season Athleta will be located in the Von Maur wing of the Victor shopping facility, mall officials said. It will move to a permanent location in the Macy’s wing in early 2014.

Athleta a Gap Inc. brand, features performance apparel and gear for activities such running, yoga, Pilates, gym/training and swimming. The store also will offer free fitness classes, a personalized styling service and in-store discounts for fitness professionals.

Athleta was founded in 1998 and acquired by Gap 10 years later.

Also opening at Eastview next month are the area’s first Brighton, L’Occitane en Provence, Papyrus and Von Maur stores. They will join the recently opened Michael Kors, Brooks Brothers, Vera Bradley and The Art of Shaving stores.

(c) 2013 Rochester Business Journal. To obtain permission to reprint this article, call 585-546-8303 or e-mail

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