Tory Burch announced the opening of a Tory Sport pop-up location on Elizabeth Street in New York City. The designer's performance wear collection will eventually be in a permanent location in the Flatiron District come March and is available exclusively online at torysport.com.
The idea behind a collection for bags, shoes and accessories focused on running, tennis, golf and swim was first announced in May. Tory Sport, which is designed for before and after a workout, retails at prices from $55 for tops to $550 for outwear, reported Women's Wear Daily.
Tory Burch now joins the growing trend in women's sportswear, made popular by brand names such as Lululemon (NASDAQ:LULU) and Gap.
"It's not a trend, it's a shift in the way women are dressing. Women are wearing sport clothes throughout the day and even into the evening," Burch, chairman and co-chief executive officer of Tory Sport told Women's Wear Daily. Burch stresses that her line is for women who actively participate in sports, not just those dressing the part. She expects the line to compete more with women's sportswear by brands such as Victoria's Secret, Nike (NYSE:NKE), and Under Armour (NYSE:UA).
The collection also includes some footwear, gym bags, makeup cases and tennis bags.
The 1,200 sq. ft. pop-up was designed by Burch to look like a modern version of an old country club. The exterior has white stucco, a blue awning with white scalloped edges, white latticework and blue doors. Inside, wide-plank floors are painted with a logo-inspired T. Seats around the store are covered with canvas and accented with blue and green varsity stripes.
In addition, a custom vending machine will dispense vintage sport magazines, golf balls, tennis balls, frisbees and water bottles. Customers can even have items monogrammed at a unique station.
-See this Women's Wear Daily article (subscription)
Tory Burch to launch sportswear line
Luxury spending to rise 7%
Michael Kors continues meteoric rise, sales jump 59%
Tory Burch: 'Customer-centricity' is retail's new buzz word
Adidas, BAA open RunBase