Outdoor Voices is now open in South End
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Photo: Katie Peralta Soloff/Axios
The athleisure brand Outdoor Voices is now open on the ground floor of the new Lowe’s tower in South End.
Why it matters: Charlotte’s landed several coveted national retailers — from the RH rooftop restaurant to Barry’s – that shoppers have been clamoring for. This underscores how big brands see Charlotte as a smart place to do business.
- Outdoor Voices’ expansion into Charlotte is another sign major companies have their eyes on us.
- OV ranks alongside Zara, Wegmans and CB2 as national chains that Charlotteans crave.
- [Axios related story: Zara, Wegmans, Wawa and 9 other retailers Charlotte wants]
What it is: Outdoor Voices is an Austin-based athletic clothing company with a loyal following, especially among millennials. They carry leggings, sports bras and the famed $100 exercise dress, which became especially popular during the pandemic.
- The hashtag “exercise dress” has 10M+ views on TikTok as it became the unofficial uniform of the pandemic for many millennial women.
The new South End location carries womenswear, unisex apparel and menswear.
- It quietly opened last month, in the space on Camden next to Allbirds.
The luxury brand fits right in with Charlotte, a city that’s embraced retailers like the ones at Atherton Mill, just down the street from the Lowe’s tower.
- Atherton houses other trendy chains like Lululemon, Anthropologie, Warby Parker, Cava, Barry’s and Free People — all with customer bases similar to OV’s.
Of note: Nationwide, millions of office workers have traded in their pencil skirts for sweatpants and leggings. As a result, demand for athleisure has surged, as CNN and others have reported.
So far, the brand has about a dozen brick-and-mortar locations, including in Houston, Chicago, L.A., New York, Dallas and D.C. This is its first in North Carolina.
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