Former Athleta CEO's luxury athleisure label QOR adds women's category

By

Cassidy Mantor

Published
Oct 5, 2017

Former Athleta CEO's new athleisure brand QOR is launching a premium positioned 22 piece debut women's collection this fall.

QOR, named after core, as in "core strength" is the brainchild of former Athleta CEO Joe Teno. The 22 piece women's launch collection features technical fabrics and details to support an athletic lifestyle in a premium brand story playing in the same athleisure market as Athleta.

Key fabrics and pieces in the debut collection include moisture absorbing merino shirts, wrinkle resistant merino dresses and cashmere crew sweaters. The line also has athleisure staples of leggings and t-shirts. Teno said plans exist to expand the collection for Spring 2018.

Joe Teno, Founder of QOR said, "We wanted to create attractive, fashionable styles that support an overall active lifestyle." Like Athleta, QOR products are designed to be worn at work, yoga or while traveling.

As part of its marketing and merchandising strategy, QOR is offering consumers curated "kits" that are meant to "take the pain out of outfit planning." The brand is offering kits for work, travel, workout and weekend that are meant to deliver fully styled looks to consumers.

The women's line joins an existing full men's product line that includes performance denim, hoodies, blazers, tops and swim. The launch women's collection includes tops, dresses, jackets and sweaters. A look at the men's collection suggests women can expect denim, swimwear, and expanded top offerings in the coming seasons.

Price points for the new women's collection range from $48 to $248. Pieces of the collection are now available on QOR's e-commerce site.