Digitally native apparel brand Nobull opens at Westchester mall

Premier shopping company Simon working towards a commitment to support digitally native brands. Its White Plains, NY location, The Westchester, will be home to the third brick-and-mortar store of Nobull as of July 30.

Founded in 2015 by former Reebok executives, Nobull offers performance footwear, apparel and accessories for an active lifestyle. The brand caters to both professional and hobby athletes on its e-commerce site as well as two existing stores, which are in New York City and Boston.

The new store in The Westchester will encompass a nearly 2,000 square-foot space. In addition to featuring its own selection of men's and women's footwear and apparel, Nobull will include a partnership with spoken word entertainment provider Audible. Shoppers will have access to a 30-day free trial of Audible, including two free Audible Originals.

“At Nobull, expansion of our market footprint is a huge part of further growing our brand and community,” Marcus Wilson, co-founder of NOBULL, said in a statement. “Simon’s offering at The Westchester is a great way to do so.”

Simon’s has supported digitally native brands at The Westchester, including Peloton, Hope and Henry, Casper, Bonobos, un Tuckit and Shinola.

“We are thrilled to team up with Nobull starting at The Westchester,” stated Zachary Beloff, Simon's national director of business development. “We are confident that the athletic brand will be an incredible addition to the already robust collection of digital first brands."