Culture

Apparel Brand Oiselle Opening First Retail Store This Summer

This will be the brand's flagship brick and mortar retail store opening in University Village in Seattle.

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This will be the brand’s flagship brick and mortar retail store opening in University Village in Seattle.

Seattle-based women’s athletic apparel brand Oiselle will open its first retail store this summer in University Village, just two miles from the brand’s headquarters. Katie Woodruff, Oiselle’s new Retail Operations Director, will lead “the flock” in the process, pulling expertise from her more than fifteen years of experience as a merchant, buyer and retail manager for leading businesses like Mellow Johnny’s, BettySport and a stint at Napa Running Company in California.

“I am incredibly excited to bring the brand and story of Oiselle to life in a beautiful retail environment,” says Woodruff. “Our 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…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.”

Formerly an online-only shop with a few pieces scattered throughout various running specialty locations, Oiselle aims to bring a first-hand, in-person experience to its customer and fans, with its candid, behind-the-scenes product information as well as innovative ways for customers to share their store visits that play to Oiselle’s strength in social media. The brand, which made some noise in the professional running space after signing marathoning sweetheart and Olympian Kara Goucher in March 2014 and Women’s Running elite blogger Stephanie Bruce last October, has 30K followers on Twitter. They continue to grow as a notable brand on the elite, sub-elite and age-group running scene.

“For a young company, this is a dream come true. 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 Oiselle founder and CEO Sally Bergesen.

The Oiselle store product is design-oriented, technical workout apparel that is signature to the brand. Favorite design pieces, such as the Lux, deemed the “runner’s cashmere,” the Flyte wicking seamless collection and its newly minted and highly successful Wazzie Wool collection, will continue to be highlights, as will new outerwear, swimwear and the ever-popular running bottoms. In addition to the brand’s seasonal collections, there will be curated brands and companies that Oiselle supports and believes in.

The store will open in early summer (exact date to be determined)—Goucher, Bruce, two-time USA champion Lauren Fleshman and top U.S. hammer thrower Britney Henry will all be present to celebrate the occasion.