Austin-based fitness apparel startup Outdoor Voices has raised $34 million to open more shops and host events nationwide.
The Series C round of funding was led by GV (formerly known as Google Ventures), which has invested in brands such as Jet.com and Blue Bottle Coffee. Previous funding rounds were led by General Catalyst and Forerunner Ventures, which have backed fast-growing retailers Warby Parker and Dollar Shave Club.
With the new funding, Outdoor Voices has raised a total of $56.5 million.
Outdoor Voices launched online in 2014 and now has seven stores, two in New York, two in California, two in Texas and one in Aspen, Colorado.
“We’re focused on building the No. 1 digital active brand,” Tyler Haney, founder and CEO of Outdoor Voices, told CNBC. “This definitely requires a physical presence... Doing things in real life definitely works and unlocks markets online.”
By the end of 2018, the company plans to open five more shops, she said.
“We plan to use the new capital to scale the community we’ve built around Doing Things,” Haney said. “This includes continuing to build shops and host events in new cities across the country, and reaching an expanded audience online.”
Outdoor Voices’ website says Doing Things means “moving your body and having fun with friends.”
As the company expands, it is leveraging social media to spread its name. Outdoor Voices has more than 200,000 followers on Instagram, including celebrities Gwyneth Paltrow, Harry Styles and Natalie Portman.
The company is planning to launch new categories to its website focused on specific exercises beyond running. Shoppers will be able to browse by sport and find gear with specific movements in mind.
In addition to bringing in investors with deep retail experience, Outdoor Voices has built out its board with retail veterans. Mickey Drexler, the former CEO of J.Crew and Gap, is chairman of the company’s board and Nicolas Jammet, founder of salad chain Sweetgreen, serves on the board.
“The community that Tyler and her team have built around finding job in being active is impressive,” said Laura Melahn, partner at GV. “We’re excited to partner with Outdoor Voices as they continue to design best-in-class clothing and define a digital-first omnichannel retail strategy built for the world we live in today.”