prAna to Open First Retail Stores in Boulder, SoCal

Beaver Theodosakis' prAna brand is opening its first-ever retail stores in Boulder, CO, and Santa Clara, CA.

According to the press release, the company has partnered with SF-based environmental design company Gensler to "develop a store concept prototype that will share the brand story, engage consumers and demonstrate the company's commitment to innovation and sustainability."

From Boulder's Daily Camera:

PrAna co-founder Beaver Theodosakis wanted his company's first — and flagship — brick-and-mortar store to be in a place where the socially conscious company's brand could "echo."

So what better place to base the store than in the Rockies, the yoga and climbing apparel firm's No. 1 territory in the world, and in a city like Boulder whose "active, fit and mindful" residents represent prAna customers, he asked.

A day after prAna signed a lease to house its flagship store at 1147 Pearl St., Theodosakis talked with the Camera about the 14-year-old company's jump into the world of retail operation, the effects of having its majority owner put the brand on the selling block and how the city by the Flatirons will play into it all.

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