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Tory Burch seeking to expand sportswear line

FashionBy Sunday World
Tory Burch seeking to expand sportswear line

Tory Burch is pushing ahead with launching her popular activewear line in new territories.

The American designer launched her eponymous brand in 2004, and unveiled a complementary activewear line named Tory Sport in July last year (15).

Burch’s sporty garments, such as the $125 (£100) Chevron legging have proven extremely popular, and the 50-year-old is now seeking new locations to house the brand.

As well as converting her East Hampton Tory Burch outlet into a Tory Sport store, the designer is opening boutiques in Dallas, the Mall of America in October, Honolulu in December and Las Vegas in March next year (17).

“The strategy is to look for geographic distribution around the country (that) this gives us,” Tory Burch president of corporate development Robert Isen told Business of Fashion. “And to be patient and wait for the right locations with the right adjacencies in the right areas.”

While Burch adds that tapping into the tourist market will also be a major focus going forward. For instance, the designer explains that Ala Moana Center, a mall in Hawaii, has traditionally had a large Japanese customer base.

“It will be interesting to see this as we start to think about international distribution,” Burch explained. “We have a lot of interest from different department stores and partners in all countries right now.”

With her activewear, Burch also spent a lot of time ensuring the fabrics were durable and versatile.

And she’s adamant that all of her garments can be worn while participating in rigorous exercise.

“It’s just sportswear that is functional and comfortable. I want things that are super functional that look natural and look like cotton - but also breathability and wicking properties and seam-sealing,” she shared.

Burch adds that the line continues to be inspired by her personal style. She claims to have grown up as a tomboy and an athlete, and wanted to imbue this spirit into the collection.

“I just found myself always thinking the things I love the best were from high school and college,” she smiled. “Items with a more classic, a bit retro vibe.”

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