Westfield Century City Welcomes Forme Life Flagship as Part of Eleven-Location Partnership

Home fitness brand is debuting stores nationwide at Westfield malls kicking off with Century City storefront — other SoCal outposts are planned in Topanga, Sherman Oaks
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Forme Life — stylized as FORME — this week in a press release announced plans to open eleven retail stores in partnership with Unibail-Rodamco-Westfield (URW), owner of Westfield malls in the US. The first flagship location debuted over the weekend at Westfield Century City, at 10250 Santa Monica Blvd, and Westfield World Trade Center in Lower Manhattan is set to open to the public next month. Forme Life will continue to launch metropolitan retail locations through early 2021 in Santa Clara, Chicago, Paramus, Bethesda, Seattle, San Diego, Topanga, Sherman Oaks, and San Francisco.

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“We are delighted to welcome Forme Life to some of our most affluent centers across the country,” Colin Shaughnessy, EVP, U.S. leasing for URW, said in the release. “Their new-to-market stores are an exciting addition to our lineup of wellness boutiques, fitness offerings, and cutting-edge technologies that aim to revolutionize the modern shopping experience. Now, more than ever, home fitness is an important category as our guests look to access workouts and build a fitness routine from the comfort of their own home.”

Designed by Yves Béhar, the at-home wellness solution curates workouts based on users’ ability, goals, and lifestyle. The retail stores will display two offerings: Studio, a mirrored display with live and on-demand content, and Studio Lift, which includes resistance training equipment that tucks away when not in use.

This retail launch marks the first time customers will be able to purchase Forme Life in person, following “significant interest” since announcing pre-orders in May of this year. Flagship locations will measure approximately 1,000 square feet and Kiosks will be around 400 square feet, and will feature an exclusive fragrance partnership with Virtuvi and custom artwork by Anoushka Mirchandani.

Caleb J. Spivak

Caleb J. Spivak (CJS) is the Founder of What Now Media Group, Inc., the publisher of What Now Atlanta, What Now Los Angeles, What Now San Diego, and What Now Las Vegas.
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