Dillard's launches in-house activewear brand Antonio Melani Active

Jan 25, 2020
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Little Rock, Arkansas-based department store company Dillard’s is leaning into the activewear market with the launch of Antonio Melani Active, a new in-house activewear brand. 

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The brand, designed to blend performance and fashion, offers a range of active tops, tanks, tees and jackets as well as leggings, sports bras and shorts, with prices ranging from $38 to $118. 

“Our goal is to dress our customer for all aspects of her life," said Alexandra Dillard Lucie, Dillard's vice president of merchandising. "We haven’t offered something this customer can feel comfortable and chic in running around town. Antonio Melani Active is more upscale. It gives her that athleisure approach. Every element of these garments has really been thought through with a lot of purpose and intent.”

The launch makes Dillard's the latest retailer to debut a new, in-house line of fitness apparel, joining retailers like Target, which unveiled its 'All in Motion' athleticwear brand earlier this month.

With athleticwear brands like Nike, Adidas, Lululemon and Foot Locker being some of the most dominant companies on the athleisure stage, the activewear market shows no signs of slowing: according to a 2019 report from Statista, the global sports apparel market is expected to increase from $180.63 billion in 2019 to a projected $207.79 billion in 2025. 

The Antonio Melani Active line is currently available in 150 Dillard’s locations and online.

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