- Outdoor Voices is opening its tenth store on Friday. It's the buzzy retailer's new Manhattan flagship location and second store in New York City.
- The store is located in the Flatiron District, near competitors like Lululemon and Athleta, a strategic move as Outdoor Voices looks to take over more of the athletic wear market.
- "We really wanted to come to Flatiron not only because of the volume of people that are here, but also because of the fitness enthusiasts that have popped up here and all the classes," an Outdoor Voices spokesperson told Business Insider.
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Outdoor Voices is opening its tenth store this week, just in time for Black Friday.
On Friday morning, Outdoor Voices will open the doors to its new Manhattan flagship store, located just steps away from competitors like Lululemon and Athleta. Positioned in Manhattan's Flatiron District, the flagship is the retailer's second store in Manhattan, after its first store opened in Soho in 2015.
Since it was founded in 2012, the buzzy brand - which has since become the subject of New Yorker profiles and countless Instagram posts - has expanded from an online-only company into physical shops around the country. The new store marks a strategic push to continue to capture market share in the athletic wear and athleisure market.
According to an Outdoor Voices spokesperson, the company selected Flatiron because of its increased focus on health and wellness, including a recent influx of fitness boutiques and new athletic stores.
"We really wanted to come to Flatiron not only because of the volume of people that are here, but also because of the fitness enthusiasts that have popped up here and all the classes," the spokesperson said, jokingly calling the area "Fitiron." "There's a lot of activity happening here so we've been eyeing this spot for awhile."
While the Soho store will remain open, the Flatiron location will now serve as the official New York flagship.
We visited the new store a few days before its official opening. Here's what it's like inside.