A new online store concept will launch on March 21, 2022: Apparelle. According to theindustry.fashion, the new shop concept will feature 25 brands from established to niche brands and newcomers, including Lorna Jane, Bala and Free People Movement. The founder of the new Apparelle store is Amber Goodwin, an ex-investment banker. In the interview with theindustry.fashion, Goodwin explains that she saw a gap in the market for a platform that focused on activewear and athleisure for women ages 20 to 30 exclusively, especially presenting brands that are uniquely specializing in this field, addressing active, fashion-conscious and elegant individuals. The online store will cover textiles from sports bras to sweatshirts and fitness and yoga equipment like mats and weights.

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