Bethany Clough

Workout wear store lululemon opens in Fig Garden

Store manager Brittany Giersch, front, assistant managers Jordan Kaiser, left, and Sareen Bedoyan, right, strike poses in lululemon apparel, in front of the new lululemon store at Fig Garden Village.
Store manager Brittany Giersch, front, assistant managers Jordan Kaiser, left, and Sareen Bedoyan, right, strike poses in lululemon apparel, in front of the new lululemon store at Fig Garden Village. jwalker@fresnobee.com

The highly anticipated lululemon athletica opens its first full-size store in the Valley Friday, July 3.

The sportswear retailer opens its doors at 10 a.m. in Fig Garden Village between Starbucks and White House Black Market.

The company has such an avid following it hasn’t put its name on a sign at Fig Garden — only the omega-like logo — and doesn’t feel the need to use capitals in its name. The new store is technically a move from the much smaller “showroom” space in Old Town Clovis, which has closed.

The showroom opened in 2013 as a sort of launch pad for the brand to establish roots in a new community and introduce the brand to potential customers. Now that the familiarity is here, the Vancouver-based company feels the area can support larger a full-line store.

The company doesn’t let media into the store before the opening and papered-over windows have blocked any view of what’s inside for weeks. But, the new lululemon will sell a greater variety of the workout wear and casual wear for women and men carried at the showroom, says Jill Winter, a lululemon area community strategist.

The store is perhaps best known for its yoga pants, ranging in price from $82 to $102. Though obviously much more expensive than those at Target or the mall, lululemon fans swear by the quality and the clothing’s ability to make everything look just right. (Though others say the brand is a status symbol).

The stores carry a broader range of workout wear, from running shorts to “anti-stink” tank tops. But they also carry clothing people would wear on their way to a workout, like a zip-up hoodie, Winter says.

Increasingly people are wearing the clothing when they’re not working out, Winter says, like wearing a comfortable sports bra every day.

“I do feel like we are the outfit that people go home and put on,” she says.

The store will also carry gear such as bags and yoga mats and straps.

Racks of clothing at lululemon can be rolled out of the way to host various classes. Hosting classes and running clubs on local trails and other ways of connecting with fitness-minded people in the community are part of lululemon’s business model.

The grand opening weekend and the weekend after feature plenty of such free classes, including from kettlebell expert Dina Juve and COIL Yoga owner Katie Flinn. Details are available on the Fresno lululemon’s Facebook page.

The store will kick off the 10 a.m. opening with a DJ and dance party and a farmers market outside the store from 9 a.m. to noon Friday through Sunday.

Bethany Clough: 559-441-6431, @BethanyClough

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