Business Insider: American Eagle Outfitters is launching a comfort-focused activewear brand with 2 stores dedicated to selling athleisure only

By Madeline Stone | Link to article

American Eagle Outfitters is adding another brand to its collection.

Offline by Aerie (stylized as OFFL/NE) is an activewear brand with pieces suited for both exercise and leisure. It will be a sub-brand of Aerie, American Eagle Outfitters’ popular underwear and loungewear brand.

The brand launches online on Monday with a collection of leggings, bike shorts, tops, sports bras, fleece, bottoms, and accessories. Prices range from $15.95 to $64.95.

The company also plans to open two Offline stores by the end of 2020, though it has not yet disclosed where those stores will be located.

The launch comes at a time when many Americans continue to work and study at home amid the coronavirus pandemic.

“Health and wellness have always been at the core of Aerie’s mission as we’ve led the body positivity movement, inspiring and empowering women around the world to feel confident inside and out,” Jen Foyle, Aerie’s global brand president, said in a press release. “OFFLINE’s unique take on active lifestyle products celebrates REAL life when some days you feel like you can take on the world and other days you need that extra push to get off the couch.”

Offline is the second new retail concept that American Eagle Outfitters has launched this summer. At the end of June, it opened a single-location concept called Unsubscribed in East Hampton, New York.

Unsubscribed’s selection is focused on comfort, with products in its private label including silk dresses, distressed oxford button-downs, cashmere sweaters, lightweight jersey tops, and 100% recycled nylon swimwear. The store is also stocking items from third-party designers including LemLem, Boyish Jeans, A. Shirt. Story, and Indego Africa.

American Eagle Outfitters also owns its namesake American Eagle brand in addition to Aerie and Todd Snyder.