BURLINGTON — Lolë Burlington, which has been on Church Street for about a year and half, blurs the lines between a fitness club and fashionable active wear for women. The business has built a strong customer base by using classes, events, community outreach and social media to introduce more people to its location and product line, said manager Laura Washburn. Central to that, she said, are fitness instructors who serve as ambassadors that help potential customers realize that Lolë is, “not just another yoga shop,” and pushes marketing beyond the store walls. “It’s a great community connection,” Washburn added “Ambassadors introduce people to the brand, and we introduce our customers to them and their work.”
Washburn described the Lolë clothing as, “Ath-leisure, which is a huge growth industry right now.” It’s clothing that enables women to easily transition from exercise to streetwear, she said. Lolë is an acronym for Live Out Loud Every day.