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Athleta, the Gap-owned fitness apparel brand, is headed to Flatiron. A tipster sent in the above photo of signage on Fifth Avenue between 17th and 18th Streets; so far, the only Manhattan locations are on the Upper East and Upper West Sides. And in the spirit of friendly competition, it'll be roughly three-four blocks away from Lululemon's Union Square outpost.
Update: The store plans to open on November 20th.
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· Get Ready for Not Just One, But Two Athleta Stores [Racked NY]