Athleta debuts flagship store in San Francisco

<p>Athleta, a Petaluma-based company that sells women's sportswear though catalogs and the Internet, is debuting its first full-scale retail store in San Francisco.</p><p>The 5,000-square-foot flagship store is located at 2226 Fillmore St. It opened a smaller test store last year in Mill Valley.</p><p>Founded in 1998, Athleta made its name by selling women's sportswear and active apparel directly to customers through its catalogs and website. The company, which has nearly 200 employees, was acquired by Gap Inc. in September 2008 for $150 million.</p><p>“This store opening launches the next phase of our multi-channel growth plan for the Athleta brand,” said Toby Lenk, president of Gap Inc. Direct, the division which houses the Athleta brand. “What began as a catalog business 12 years ago, evolved into a successful online channel, and today marks another milestone for the Athleta brand.”</p><p>Customers have been asking the company for a place where they can touch the products and try on clothing before they buy, said Kelly Cooper, Athleta's vice president of merchandising, design and product.</p><p>“With Athleta's heritage rooted in Sonoma County, it was a natural fit for our first store to be located in the Bay Area, and in one of San Francisco's great neighborhoods,” she said.</p>