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Sports Authority Launches Yoga Collection

Its new Bloom collection will be sold in the retailer’s 468 stores and online.

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SPORTS AUTHORITY SAYS OHM: Sports Authority is eyeing a bigger piece of the ever-growing yoga market. Its new Bloom collection will be sold in the retailer’s 468 stores and online. “It’s for a 25- to 40-year-old customer who really enjoys the outdoors,” said Stephen Binkley, executive vice president and chief merchandising officer. “This is not just for the yoga studio, this is a lifestyle collection. Our objective is to cast a wider net within the yoga market.”

The eco-friendly Bloom is made with fabrics blended with organic cotton, rayon made from bamboo and Repreve yarn, a soft fiber made from recycled materials. Even hang tags are printed on recycled paper. The collection has features such as moisture wicking and comfort stretch. Colorful tanks, fleece jackets, fleece cardigans, flared skirted pants and capris are priced from $35 to $70. “This will be the largest piece of yoga within Sports Authority,” said Binkley. “It’s a significant milestone for the company. It’s one of our biggest launches in the last few years.”

Shops for the entire yoga category will be installed front and center in stores. “We’ve pulled [yoga] aside, remerchandised it and built shops,” Binkley said. “As we look forward there’s a huge opportunity to continue to focus on this.”

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