The first women’s only sports luxe concept store, Stirling Women, has opened at Auckland’s Mt Wellington, Sylvia Park Mall.

With more women embracing the sports luxe trend, Mark Anderson, managing director of Stirling Sports, said they decided to open the new Stirling Sports brand to meet the demand of their Auckland market – a demand for sporting garments fashionable enough to be worn outside gyms.

“Our women’s business in the last two years has grown significantly – and we still see further potential. We saw a gap in the market, and decided to take it,” Anderson said.

The Stirling Women store will house well-known sports brands like Nike, adidas, Under Armour, Lorna Jane, adidas StellaSport, and Puma. The store is set to launch its new website soon.

Stirling Sports, which was founded by Colin Taylor in 1964, is traditionally known for its range of sports apparel and footwear. The brand has recently made a shift towards more fashionable sportswear and footwear, and, last February 6, it has opened its first New Zealand sports luxe store for women.