Walking into Bandier’s flagship in the Flatiron District of Manhattan is like walking into a gym: pulsating music, fit sales staff, and lycra.
In a time when clothing stores are going digital first, Bandier is becoming the go-to brick and mortar destination for fashionable fitness wear. Curating selections from emerging labels from around the world that account for 40% of Bandier’s overall business, the retailer also stocks exclusives and limited edition products from brands such as
Jennifer Bandier is a former music executive who managed R&B trio TLC for twelve years, who was inspired to launch her namesake boutique after a broken foot forced her to only rock fitness clothing. Bandier quickly grew tired of her athleisure wardrobe and began scouring the globe for up-and-coming activewear lines. Bandier opened her first store in Southampton, New York in the summer of 2014, and by the end of 2015 they will have four locations and an e-commerce business. In a time where retailers are rapidly closing their doors and focusing digital, Bandier is expanding.
Shortly after opening the first Bandier, Jennifer along with her husband and partner Neil Boyarsky, opened a second location in the Flatiron District. Flanked by boutique fitness studios in every direction from SoulCycle to SLT to Barry’s Bootcamp, Bandier picked a prime location in what can be known as the golden triangle of boutique fitness. In a time where workouts have become social destinations, and joining friends for spin has replaced meeting for cocktails, people perceive that what you wear to class matters.
"People want to stand out and express themselves," Jennifer Bandier said. "You shouldn't have to sacrifice personal style just because you're at the gym."
By January 2016, Bandier will move its flagship in Manhattan to a 3,500 square foot space on Fifth Avenue, featuring a 1,700 square foot lofted fitness studio, a listening station, and a sports bra bar. They just opened a store at The Americana in Manhasset, New York, and they will open another location by year-end in Dallas, Texas at the Highland Park Village.
“Normally there's a five year wait list to get into these retail groups, but Bandier’s multi-brand concept and fashion-forward aesthetic has created strong demand for brick-and-mortar stores globally." Ashleigh Hults, Public Relations Director of Bandier said.
Bandier has it’s sights set on four more locations to open in 2016.
“It’s like a spark that’s been lit, there's a lot of tangible momentum. It would be crazy if we were doing this and the sales weren’t behind it. We’re seeing robust sales and big increases each month,” Boyarsky said. “We're basing our growth projections on actual demand and sales. It’s not uncommon for a women to come into the store and buy 20 items and replace her entire workout wardrobe.”
The store is merchandized by athletic brands that are large enough to have collections. Many of the bigger brands like Nike and Reebok are using Bandier as a strategic launch partner for more fashion-forward items and capsule collections. The exclusivity and novelty of the items at Bandier are critical to the retailer's success, offering something consumers can’t find anywhere else.
"I love Bandier. Working with Jen, Jayne and the team is amazing. Every time I visit the store it truly feels like home. They really are expert curators who only carry the best and trendiest products in the athleisure world. I am so proud to be one their best selling brands and be part of their game changing journey,” Nicholas
“We don’t have competition in the format that we are in. Other companies sell activewear online, but they don’t have brick and mortar. There are so may new activewear brands and it’s essential for shoppers to feel the material and try things on for fit. At Bandier, you can walk into a dressing room with ten different brands and learn about performance capabilities, technology, fabrics and fit. People aren't dressing head to toe in one brand, they want style to their workout look, mixing and matching,” Boyarsky said.
The sales associates all come from boutique fitness and sporting backgrounds and know what fits and what to recommend clients based on their activity level. Bandier's personal shopper helps clients achieve activewear looks that are equally stylish and functional.
“We re-merchandize the store with new products almost every day, so we continuously create a new experience or customers,” Jennifer Bandier said. "Many activewear items are also becoming fashion staples that can be paired with ready-to-wear. We encourage customers to incorporate active items into their every day looks."
Bandier is currently privately funded, and in the process of taking to potential investors who share the vision of going global, with eyes set on London and other European outposts to follow.
“It's so exciting to be part of the wellness movement, which seems to be ubiquitous and ever-growing. Consumers are very interested in discovery in this category, which makes Bandier an exciting environment to find the latest and greatest fitness apparel. The rational behind buying activewear is that you are taking care of yourself,” Bandier said.
There is a lot of chatter over who is the next Lululemon as a brand, but in a time when department stores are scrambling to put together an editing fitness department, the question is who is the next retailer.
“One thing about the health and wellness space is people want dedicated authentic experiences as a consumer. We host classes in the store, we have a real point of view, and it’s hard to have that as a big department store with a small activewear section. As a major, how do you devote your marketing efforts to your active over your Chanel department?” Boyarksy said.
To shop Bandier, visit them here. All images courtesy of Bandier.
