Lucy Activewear

Lucy Activewear began in 1999 in Portland, Oregon, with a focus on women’s athletic apparel for yoga, running, and fitness. The brand quickly built a reputation for combining technical fabrics with a community-oriented retail experience, often hosting fitness classes and local events in its stores. Lucy’s early success led to steady expansion, and by 2013, it operated more than 60 retail locations across the United States.

A significant milestone came in 2007 when Lucy was acquired by VF Corporation, a global leader in lifestyle apparel. This partnership provided Lucy with access to broader resources and expertise, supporting its continued growth in the women’s activewear market.

As of November 2017, Lucy Activewear had 60 stores nationwide. That same year marked a major shift for the brand: VF Corporation decided to close all standalone Lucy stores and integrate the brand into The North Face portfolio. This move ended Lucy’s independent retail footprint, with its product lines and brand identity continuing under The North Face’s women’s activewear offerings. Since the consolidation, Lucy’s former stores have either closed or been rebranded, and the brand’s social media presence has remained inactive.

Lucy Activewear’s journey reflects the evolving nature of specialty retail, including the transition from rapid brick-and-mortar expansion to integration within a larger, multi-brand platform. The brand’s history demonstrates how retail concepts can adapt to broader shifts in consumer behavior and corporate strategy, particularly as e-commerce and portfolio consolidation reshape the activewear landscape.