JUJA Active has opened its first pop-up location at 147 Elm Street in New Canaan.
Owner Jen Russo, a former investment banker, decided on the spot as many of her customers from her recently opened brick and morter shop in Southhampton are from the area. (She opened in the Hamptons Memorial Day weekend.)
The New Canaan shop opened Oct. 6 to introduce local consumers to JUJA Active. If all goes well, she may decide to open a permanent location in the area after the holidays.
What sets JUJA apart, said Russo, is the carefully curated selection, which, she admits, is small.
"We carry about 25 independent brands, many started by yoga teachers and other fitness enthusiasts, that are not broadly carried by retailers," she explained. "Every one of our products is special from a design or performance perspective. And our price points are reasonable, with the average price of our leggings being just under $100."
A longtime yogi, she said JUJA is "a place for discovery, inspiration and community."
"Our mission, both as a brand and socially, is to empower women and girls."
To that end, she and her team held a series of benefit yoga classes in the Hamptons taught by renowned teachers during the summer that benefited non-profits working to empower women and girls and she looks forward to getting involved in the local New Canaan community as well.
"Our tagline says it best: 'Activewear to Inspire a Movement,'" she said.
The "movement" seems to be working. The line officially launched in 2015 and now has an online store as of September; go to www.jujaactive.com/. Russo is also in discussions for a pop-up store in New York City and plans to open additional pop-ups and permanent stores in 2016.
The New Canaan pop-up, located inside Gabby's, is open Mondays to Saturdays 10 am to 5:30; call (203) 972-9522 for more information.
Click here to follow Daily Voice New Canaan and receive free news updates.