Theory+ Plans to Open First Stores

NEW YORK — Theory+, Theory’s activewear collection, plans to open its first two dedicated stores that will exclusively carry the line. A 1,956-square-foot location will open in the lower level of the Theory store at Garosu-gil, in the trendy Gangnam area of Seoul, on April 4. A 2,100-square-foot Theory+ store will open in Los Angeles, at 8382 Melrose Avenue, on April 10. The Seoul flagship has a lot of natural light created by floor-to-ceiling windows, which look out onto a small garden. The Los Angeles location is a corner spot in the center of West Hollywood. Theory+ combines the modern aspects of the Theory brand with the technical performance of active clothing. The women’s line includes power stretch crewneck tops, pants, jackets, jumpsuits, bras and hoodies. The men’s line has track pants, leggings, shorts, tops and jackets. “It’s an interesting angle on the whole active thing,” said Andrew Rosen, chief executive officer of Theory. “We’re developing it underground.” He said he wants to give it some exposure to “see if we’re ready for prime time.” Theory+ launched in August. It is sold on Net-a-porter, in Intermix stores, specialty stores throughout the U.S., Equinox boutiques, as well as in Theory retail stores and on the company’s

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