\t\t\t\t\t\t \t\t\t\t\tPrana is now targeting a younger customer.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Prana<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tBy offering products that can be worn for a variety of activities, it also eliminates redundancies, she said. \u201cWe were making a trail pant, and a walking pant, and a climbing pant, but at the end of the day, you can probably wear the same pant for all three things. So we really edited everything down to amplify the product that matters versus just making a bunch of stuff.\u201d<\/p>\n \n\tWhile Prana still has a sizable yoga business, other activities have gained in importance such as Pilates, hiking, walking, swimming and surfing. \u201cYoga is still important and we do yoga in our stores on Saturdays, but it\u2019s really about the collective broad scale of activities versus just yoga.\u201d<\/p>\n \n\tAt the same time, she sought to expand the demographic reach of the brand. When Prana was founded more than three decades ago, it appealed to a young customer. But over the years, that consumer had aged along with the brand. \u201cThat\u2019s not necessarily a bad thing,\u201d she said, \u201cbut we weren\u2019t capturing a new consumer \u2014 the Millennials and Gen Zs \u2014 that were going to help us grow and build loyalty for the future.\u201d<\/p>\n \n\tSo today, Prana targets a 28-year-old, active consumer that loves the outdoors, travel and doing things in their community.<\/p>\n \n\tTo communicate with this customer, Prana is updating its marketing message, Shumavon said. The company hired an agency to better articulate its brand identity. That work wrapped up at the end of July and the new campaign will be rolling out this fall. \u201cIt\u2019s really targeted at this new consumer,\u201d she said. \u201cSo there\u2019s a little bit of a new look and feel, new color, identity and font to market to our 28-year-old consumer.\u201d<\/p>\n \n\tLooking at the product offering as a whole, Shumavon said roughly 25 percent of the business is activewear, with the remainder leaning more toward lifestyle. Interestingly, while most brands sell substantially more tops than bottoms, it\u2019s the opposite at Prana, which sells four bottoms to every top. That includes denim, which just launched this fall and has gotten off to a strong start.<\/p>\n \n\tShumavon said the brand\u2019s most popular franchise is Zion, which has been around for 25 years but continues to evolve to satisfy today\u2019s demand for hybrid product. Ditto for Prana\u2019s fleece offering, which ranges from the DreamFleece collection for everyday wear to the Shea Fleece, which offers more performance attributes. Other popular products include women\u2019s activewear, such as sports bras and tights in its Luxara and Sculpt collections, as well as the Heavana offering.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tMenswear is seen as a growth opportunity for Prana.<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Prana<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tWomenswear accounts for some 70 percent of sales, and Shumavon sees men\u2019s as another growth opportunity. \u201cWe\u2019re continuing to put the gas on the men\u2019s side of the business, while still growing women\u2019s, but I would love to see more of a 50\/50 split in the next two to three years.\u201d<\/p>\n \n\tBut she knows the brand still has some competition from Lululemon, Alo, Vuori and others who are targeting the same customer with similar product. So what sets Prana apart?<\/p>\n \n\t\u201cLulu started as a performance women\u2019s technical apparel brand, and I think they\u2019re having a hard time getting out of that,\u201d she said. \u201cMen\u2019s has been challenging and they launched footwear, which didn\u2019t do well. So even through they\u2019re an $8 billion brand, they\u2019re still kind of stuck in their creation\u2026and consumers have migrated to other places.\u201d<\/p>\n \n\tAlo targets a younger \u201cKardashian-loving girl,\u201d she said, and while the product looks good, \u201cI don\u2019t think they have the attributes that make a great performance brand. It\u2019s a look-good-wear-to-coffee brand for a 20-year-old.\u201d<\/p>\n \n\tShe said Vuori, which started out as a men\u2019s activewear brand, has done a good job expanding into a dual-gender lifestyle brand. \u201cI think their challenge is going to be scale,\u201d Shumavon said. \u201cHow do they scale globally, grow DTC and wholesale in the right way?\u201d<\/p>\n \n\tAs a result, she believes, there\u2019s an opening for Prana, \u201cthe baby sister of all of these,\u201d to carve out a niche. \u201cWe\u2019re owned by a big brand that has not spent any money on marketing, on scaling DTC or building great product in the last 10 years. That\u2019s what we\u2019re really focused on going forward.\u201d<\/p>\n \t\t\t\t\t\t \t\t\t\t\tTricia Shumavon<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Prana<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tSince her arrival, Shumavon has built out her management team, naming a new creative director, as well as heads of marketing, e-commerce, product creation, operations and finance to augment the existing employees in sourcing, manufacturing, inventory planning, HR and other areas. \u201cIt\u2019s a really collaborative team,\u201d she said.<\/p>\n \n\tShe said the first season where her new team and strategy will be evident is fall 2025, and the market is responding. Wholesale orders increased 30 percent with customers such as REI, Scheels, Nordstrom and Amazon, as well as independent specialty stores.<\/p>\n \n\tWholesale and DTC are about evenly split at Prana, she said, but she is hoping to expand the number of retail stores until the mix skews to 70 percent DTC. Currently there are two full-price stores and three outlets and Shumavon plans to add four to 10 additional stores over the next three to five years. \u201cThe faster we open full-price stores, the faster we grow the business,\u201d she said.<\/p>\n \n\tThe two full-price stores are located in Boulder, Colo., and Portland, Ore., both of which will be given a facelift in the next few months to better reference the brand\u2019s lifestyle focus. Beyond that, Shumavon said the plan is to explore both Northern and Southern California, along with Denver, Austin, Nashville and other cities where its current customers live and shop. \u201cWe\u2019re using that [information] to make informed decisions on where we want to open,\u201d she said.<\/p>\n \n\tE-commerce, which has been a challenging platform for the company, is also a focus for future growth. \u201cThe last few years have been tough, but our traffic has been up 75 percent since Aug. 1 so it means we\u2019re really getting our brand in front of the eyeballs of our new consumer. Not everyone converts, but at least they\u2019re looking.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":" Tricia Shumavon has a long to-do list. The president of Prana joined the brand two years ago after spending 16 years at some of the industry\u2019s top brands including Gap, American Eagle, Nike and Adidas. Before joining Prana, she had served as global vice president of sportswear at Adidas, working at the company\u2019s German headquarters. When she was ready to move back to the U.S., there wasn\u2019t really an appropriate role at the company. But through her network, she heard Prana was looking for a president, and it seemed like the right fit \u2014 and a challenge she was ready to tackle. \u201cI hadn\u2019t had the president\u2019s position before and it was the opportunity to lead a brand,\u201d Shumavon said. \u201cAnd it was really interesting for me to to reinvent a brand that had been struggling over the past few years.\u201d Prana was founded in 1992 in Carlsbad, Calif., as a sustainably made brand for active lifestyles, notably yoga. It was acquired by Columbia Sportswear for $190 million in 2014. At that time, it was expected to have around $100 million in sales. In the past decade, that number hasn\u2019t really moved. Net sales in 2024 were $104 million, down 8 percent from the prior year, according to Columbia. This year, its sales fell 10 percent to $28 million in the first quarter and were down 6 percent in the second quarter to $21 million, which the company attributed to lower clearance activity. But things are looking better now. For fall 2025, wholesale bookings are up and the company is expanding its retail footprint as Shumavon begins to execute on her growth plan for the brand. \u201cWhen I came in, the brand was really focused on the purpose of sustainability,\u201d she said. \u201cAnd I\u2019m not saying that\u2019s a bad thing, but it was at the cost of everything else. So sustainability first, then came the consumer, and the fit, the materials and the style aesthetic really started to suffer. That was the number-one issue.\u201d Number two, she said, was that Prana was focused on \u201can activity-led strategy through the l…<\/p>\n","protected":false},"author":1,"featured_media":5431,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/5430"}],"collection":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5430"}],"version-history":[{"count":0,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/5430\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/media\/5431"}],"wp:attachment":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5430"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5430"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5430"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Prana](\"https:\/\/wwd.com\/wp-content\/uploads\/2025\/09\/PRANA_F25_Lifestyle_Look_W13_00685.jpg?w=300\")
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