News

Vie Active's push into Venice Beach

27 February 2015

Australian activewear brand Vie Active - which predominantly uses Australian Merino wool in its apparel - opened its first store in the USA in November, just four months after the company started operating a warehouse in Los Angeles to manage distribution for orders made through the USA version of its web store.

Co-owner Noa Ries of Australian women’s brand Vie Active in the company’s new store on Abbott Kinney Boulevard in Venice Beach, California
Co-owner Noa Ries of Australian women’s brand Vie Active in the company’s new store on Abbott Kinney Boulevard in Venice Beach, California.

The new store, located close to Venice Beach in Los Angeles, was originally intended to only operate until February 2015, but the response from consumers has been so positive that Vie Active has decided to make it a permanent fixture.

“We chose Los Angeles because it is at the forefront of the health and wellness industry; and Venice is kind of the big sister of Bondi, which is where the company is based in Australia,” said co-owner Noa Ries, who started the company in 2012 with her husband Bryan. “The store is designed to make each of our customers experience a little bit of Bondi Beach in Venice.

“By originally opening the store as a temporary pop-up store, we were testing the response to the brand, but the market response has been phenomenal so we will be staying there permanently. As well as a place to buy stylish work-out gear, we also host free yoga and sweat sessions at local studios. We plan to open a store in Australia this year along with another in Los Angeles.”

Noa says Vie Active uses Australian Merino wool to fuse fitness with fashion for the modern woman: “The company creates activewear that is not only high performance but also captures the fun and freedom of a lifestyle by the beach, and doesn’t compromise on style.”

Head over to merino.com to learn more about Vie Active.