terrain January/February 2022
11
Instead, Constance says, their competition comes from the makers of utilitarian belts, vests, armbands, and other tools that hold gear. The advantages that Constantia carries over the gizmos from bigger brands, she says, are the form-follows-function design, free shipping and returns, and the one-on-one feedback from customers. Based on that feedback, the line is evolving. The shirts and shorts will be made in a lighter weight fabric. Customers have asked for a tank top. Constance favors blues and greens for the next designs as well as a muted purple pink. "We have a lot of gray and black, but we want to branch out and be a little more colorful," she said. To reach new customers in person, the pair also has booked space in running and outdoor expos, a plan that was put on hold early in 2020 because of the pandemic. The brand focuses on the running market, but, as Melissa exemplifies, the gear can serve other sports. In fact, Jerry says he originally envisioned the concept for endurance sports, but "running is the biggest market and the best entry point. If you go to Forest Park or Castlewood, though, you'll see hikers and walkers all carrying their phones. They could use our short." For now, expanding to a brick-and-mortar store or a men's line is not on the horizon. Staying streamlined works as well for the corporate philosophy as it does for the runners during a workout. "Big brands make running serious and complicated," Constance said. "It should be simple to get out the door and train or race. It should stay fun."
running
4131 Manchester Ave The Grove - St. Louis 314.405.8006 www.runningniche.com
Thank you to Terrain Magazine readers and the St. Louis running community for your support and recognition in the Readers' Choice Awards. And congratulations to Team Running Niche's Marie O'Leary on earning Best Outdoor Athlete!
2 0 2 2 W I N N E R
ABOVE
: The Constantia 50 Mile Shorts.
RIGHT
: The Constantia Limitless Shirt.
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