The Seattle-based women’s athletic apparel company expands its primarily online presence to brick and mortar.
Oiselle has plans in the works to open a flagship store this summer in Seattle, continuing to build its growing empire of functional, but flattering female athletic-wear.
The retail store will be located just two miles from the brand’s Seattle headquarters in the University Village shopping center, alongside other notable brands such as J.Crew and Apple, as well as local businesses. Although an exact date has yet to be determined, a photo posted earlier this morning on Oiselle’s Instagram account (@Oiselle) gives a sneak preview of the new store space.
Peek in run lovers…the beginning of our first storefront opening early summer 2015! Located in Seattle’s University Village (@shopuvillage), hailed as one of the most successful, beautifully designed shopping destinations in the country with national retailers alongside local favorites. We are humbled and honored to join the mix and to have our own @kwoodruff leading the charge. More #behindthescenes photos coming atcha this spring! #oiselleflagship #seattle #shoplocal #universityvillage
Oiselle’s new retail operations director Katie Woodruff who joined the team about a month ago will be taking the lead in building the company store’s strategy.
“Our [Oiselle’s] vision is to create a place where customers can experience the fit and feel of our product, but also to be a place where our friends, family and teammates can come together, ” Woodruff said in a press release. “It will be a hub for viewing big meets and races, having speakers and being a place for local groups. Involving the community is the best way to build community.”
Building a community is Oiselle’s forte. A small brand founded by CEO Sally Bergeson in 2007 concerned with making women’s running shorts better, Oiselle now boasts thousands of followers on Instagram and Twitter, and has extended its running collection to outerwear, swimwear and even sleepwear that have appeared on the runways of NYC Fashion Week. Utilizing the store experience is expected to only strengthen Oiselle’s social media reach, and thus grow their customer base.
“I believe in brands, and creating an immersive experience. A store is the ultimate opportunity to do that. In addition to product, it offers so much more in terms of sharing the sport we love. Our first and most important goal is to make this store perfect, but long-term, we see that this may be a stepping stone to multiple stores in key markets,” says Bergesen in a press release.
For now, the much anticipated single opening in Seattle will be attended by elite Oiselle-sponsored women athletes including two-time Olympic marathoner and 10K bronze medalist Kara Goucher, two-time USA 5K champion Lauren Fleshman, top U.S. marathoner Stephanie Bruce, and top U.S. hammer thrower Britney Henry.