Boston Seaport welcomes the opening of Rhone's new retail outlet

In a strategic move to strengthen its physical presence, direct-to-consumer (DTC) active apparel brand Rhone has opened a new store in Boston's vibrant Seaport district. This expansion marks the brand's 15th store overall and is part of a broader strategy to grow its retail footprint to 22 stores across the U.S. by the end of 2025 [1].

The Seaport area, known for its modern district and growing commercial and residential population, presents an attractive retail site for Rhone. The bustling neighbourhood aligns with Rhone's community-oriented approach, allowing it to reach affluent, active consumers who value premium activewear [1][2].

Rhone's new store, spanning 1,700 square feet, carries menswear products, with women's apparel set to be added to the store and online next May [3]. The store joins other notable direct-to-consumer brands like Fjällräven, Mack Weldon, Peter Millar, Rag & Bone, and Warby Parker in the Seaport district [4].

This retail expansion follows Rhone's sale of its minority stake to a group including its management, notable business and sports personalities, which took place in July 2022 [5]. Rhone has also been expanding its retail presence through partnerships with 70 Equinox locations, nationwide at Nordstrom, Bloomingdale's, Dillard's, Scheels, Von Maur, select CorePower Yoga locations, and more than 350 gyms and specialty stores [6].

Rhone's retail locations serve as hubs for community engagement, customer connection, and promoting Rhone’s "Forever Forward" mindset, reflecting the brand's focus on building a lifestyle and deeper customer experience beyond online sales [1]. The brand's Mind & Muscle events, which feature a workout followed by a mental health discussion, typically take place at Rhone's retail stores [7].

Founded in 2014, Rhone long espouses the concept of community, raising awareness around mental health and providing tools and resources to individuals to navigate relationships [8]. In the coming months, Rhone is focusing on investing in high-quality products, innovation, and its brand mission on mental fitness [9].

Rhone is optimistic about its retail growth and plans to expand strategically, being selective about locations, size, adjacencies, and evaluating several new opportunities for 2024 [10]. In the past year, Rhone has opened 12 new stores, with the Boston Seaport store being the latest addition to its growing retail network.

[1] Rhone Press Release: Rhone Announces Q1 2024 Partnerships and Retail Expansion Plans [2] Boston Seaport: About the Area [3] Rhone Boston Seaport Store to Include Women's Apparel Starting May 2024 [4] Companies Joining Rhone in Boston Seaport [5] Rhone Sells Minority Stake to Management and Notable Investors [6] Rhone's Retail Partnerships and Presence [7] Rhone's Mind & Muscle Events [8] Rhone's Commitment to Community and Mental Health [9] Rhone's Future Plans and Focus Areas [10] Rhone's 2024 Retail Expansion Strategy

Rhone, the active apparel brand, is exploring the realm of space for its retail expansion strategy.
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