Gap challenges Lululemon with a men’s athleisure line

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Hole is stretching into athleisure for males.

Hill Metropolis, a line of males’s athletic put on to associate with the corporate’s Athleta model for girls, will go on sale in October.

The road consists of light-weight stretch pants, puffer jackets and premium shorts meant to be worn from “understanding to work to weekend.”

Hill Metropolis shall be costlier than the lads’s exercise gear already bought in Hole shops. For instance, a pair of pants will price $128 and an oxford shirt will promote for $88. Hill Metropolis shall be bought on a brand new web site and in 50 choose Athleta shops.

Athleisure gross sales have taken off in recent times, though development is slowing. Whole gross sales got here to $48 billion in 2017, a 2% enhance from the 12 months earlier than, in line with the analysis agency NPD Group.

Lululemon’s (LULU) inventory particularly has been on a tear, virtually doubling because the begin of the 12 months. Gross sales development is robust, partly due to the success of its males’s athleisure garments.

At Hole (GPS), CEO Artwork Peck mentioned activewear is a “key development space” for the corporate, whose inventory is down 20% this 12 months.

gap hill city in story
A pattern of Hill Metropolis’s garments.

The corporate is grappling with declining gross sales at Hole and Banana Republic places, and has closed 200 underperforming shops since final 12 months.

But it surely’s discovered a vivid spot with Athleta and the low cost chain Previous Navy. The Hole mentioned these manufacturers are driving its plans to open 270 further shops.

CNNMoney (New York) First printed September 20, 2018: 12:31 PM ET

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