Lululemon’s girls brand is stretching into the Cherry Creek Shopping Center.
Ivivva, which sells athletic clothing for girls ages 6 to 14, is moving from its 996-square-foot showroom on Detroit Street in Cherry Creek to 1,800 square feet on the lower level of the mall.
Store manager Dru Libby said that after running the showroom Thursday through Sunday for two years, the company’s new store will be open daily and stocked with the full Ivivva clothing line.
Libby said she chose the first location because it’s close to lots of other retail space and schools, as well as a Lululemon that sometimes co-hosts events with Ivivva. But she needs more space now.
“Now it’s time to expand our reach, and not just our reach, but our physical space,” she said of the new location, due to open in mid-May across from Free People. “And we get to be in a place where there’s free parking.”
Lululemon debuted the Ivivva brand in 2009 and now has about 100 stores in North America.
According to the company’s website, a racer-back tank top starts at $28, jackets and hoodies start at $68, and yoga pants begin at $58.
Libby said her biggest marketing challenge is figuring out what’s cool (and about to be cool) for 12-year-old girls. Another is making sure that Ivivva’s local social media accounts and events reflect the right activities.
“Two years ago, I noticed that there was a lot of buzz around gymnastics,” she said. “Now we notice there are other things coming up, rock climbing and skiing, for example.”
Libby then tweaks her store’s Instagram page to make sure she’s posting pictures of rock climbers or other young athletes at climbing gyms that her potential customers might recognize around town.
In July, Ivivva opened its first full-line Colorado store in Lone Tree’s Park Meadows mall.
Libby said the Cherry Creek showroom’s last day in business is April 3. Schneiner Electric is the construction company doing the renovations for Ivivva in the Cherry Creek mall.
Local brokerage Colorado Commercial Real Estate Professionals is looking to lease the space Ivivva is leaving at 313 Detroit St., according to a flyer posted outside the store.