Omnichannel activewear retailer Outdoor Voices, a direct competitor for Lululemon Athletica and other activewear brands such as Gap’s Athleta, has secured a 1.1 million dollars investment this week.

According to ‘TechCrunch’, the fundraising round was led by General Catalyst, with participation from Red Sea Ventures, Collaborative Fund, SWTLF Ventures and Burch Creative Capital.

On an executive level, Sweetgreen co-CEO Nicolas Jammet will join the Outdoor Voices board.

Outdoor Voices’ e-commerce platform offers not only yoga apparel but also other sports gear and casual activewear. The apparel retailer aims to differentiate itself with a concept it calls a “Kit” — a bundled package of products that are specifically intended to work together.

“We know that being active isn’t usually the defining factor of a person, it’s just one piece of who someone is,” Outdoor Voices CEO Tyler Haney said. “We want the OV brand to take inspiration from people who are active, but not necessarily defined by the way they work out.”


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