Steele Fitness, Under Armour to Open Apparel Store in Edina

Steele Fitness, Under Armour to Open Apparel Store in Edina

Golden Valley-based Steele Fitness and athletic wear maker Under Armour will open a retail store in Edina in May that features co-branded collections and Under Armour athletic apparel.

Golden Valley-based upscale fitness center chain Steele Fitness and athletic wear maker Under Armour, Inc., said Tuesday that they have collaborated to open an athletic retail store in Edina featuring men’s and women’s apparel.
 
Scheduled to open in late May, the 2,500-square-foot location, to be called Under Armour for Steele, will be located within Steele Fitness’ existing 12,000-square-foot fitness center at 50th and France avenues in Edina, which already includes retail space.
 
Baltimore, Maryland-based Under Armour is currently one of Steele Fitness’ 15 apparel vendors. However, the soon-to-open store marks an exclusive partnership with a single brand. Steele Fitness will continue to sell its existing merchandise until May, at which point the retail portion of the fitness center will undergo a makeover and Under Armour will become the sole vendor under the Under Armour for Steele moniker.
 
The Edina retail location is the first step in a Steele Fitness expansion plan through which the company hopes to open an Under Armour for Steele store alongside every one of its five existing fitness centers, all of which are located in the Twin Cities metro area. Steele Fitness spokeswoman Lily Smith told Twin Cities Business that the four other retail stores are expected to open by mid- to late summer. The stores will be staffed by employees from both Under Armour and Steele Fitness.
 
Steele Smiley, Steele Fitness’ founder and CEO, said in a statement that Under Armour’s brand reputation makes it “the right long-term choice for our brand as we prepare to grow nationwide.”
 
Under Armour for Steele will offer 3,000 to 3,500 Under Armour items in the store. Products include men’s and women’s athletic clothing, underwear, footwear, and accessories, with prices ranging from roughly $15 to $200. Additionally, co-branded collections that include items not available anywhere else will debut each month.
 
Under Armour sells its products online and through department and specialty stores in the United States, Canada, the United Kingdom, Ireland, and Australia. Additionally, the company operates five specialty retail stores; its latest Under Armour Brand House opened in February in Baltimore, Maryland.
 
“[W]e’re excited to be part of the movement that is redefining sports-related retail through this partnership,” Brian Cummings, vice president of sales for Under Armour, said in a statement.
 
Smith declined to discuss the financial terms of the partnership or the company’s revenue but said the company plans to eventually open both fitness centers and stores across the country. Steele expects to announce some new locations by the end of 2013.
 
Founded in 2002, Steele Fitness operates fitness centers in Wayzata, Edina, St. Paul, Minneapolis, and Excelsior, and it offers a mobile fitness service.
 
Founded in 1996, Under Armour specializes in athletic performance apparel. Its revenue totaled $1.8 billion in 2012.