Lucy Activewear to close stores, merge with North Face

By

Kate Dingwall

Published
Mar 3, 2017

Lucy Activewear has announced will be shuttering the doors of all its brick-and-mortar locations and merging with North Face. The news first surfaced in local media reports in Portland Oregon, where the brand was initially founded.

Lucy Activewear currently has 44 stores across the country. Employees learned of the decision to close the stores last week. These stores will stay open until fall, then slowly close one by one, based on when the leases end. All stores are expected to be closed by early 2018. Lucy Activewear’s e-commerce presence will also shut down by end of 2017.

Starting in late 2017, the activewear brand will be folded into sister company The North Face, also owned by VF Corp.  VF Corp also owns Vans, Timberland, JanSport, and  Nautica.

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No word yet if Lucy Activewear will remain as a brand after the merger or if the women's activewear company will be discontinued completely.

Lucy Activewear first launched in 1999 online, opening its first brick-and-mortar in 2002. The brand offers sportswear, activewear, and athleisure separates for active women. Lucy was one of the first players in the now-booming athleisure market, but increased competition from big-wigs like Lululemon, Fabletics, and Athleta cut into its market share.