“Over the past ten years, Athleta has evolved as a premier lifestyle brand with a strong following of loyal customers in the rapidly growing women’s active wear sector,” said Toby Lenk, President, Gap Inc. Direct. “We wanted to make sure we brought Athleta’s authenticity and distinctive appeal to life on our ecommerce platform, and we’re excited to unveil it today to the millions of customers that shop with us online.”
Last year, Gap Inc.’s online net sales reached just over $1 billion. The company continues to improve customers’ shopping experiences through innovative technology improvements, such as Universality, as well as new brand opportunities, like Piperlime and Athleta.
Acquired by Gap Inc. in September of 2008, Athleta offers stylish and functional high-quality apparel for women for a variety of sports, including running, skiing, snowboarding, surfing and yoga. Customers can also continue to make purchases from the brand’s popular catalog.