Triple Flip Debut in LESTER’S Department Stores Marks Brand Foray into U.S. Market

Triple Flip Debut in LESTER’S Department Stores Marks Brand Foray into U.S. Market

Bestselling Tween Brand is in an Empire State of Mind with New York City Launch

Calgary, Alberta, May 16, 2016 – The style capital of the world is about to become even more fashionable with the New York City debut of Triple Flip, Canada’s bestselling brand of tween apparel and accessories for girls ages 6-14 featuring a sizing scale that shatters negative body image stereotypes.
Launching at fashion retailer Lester’s with a preview collection in late July, Triple Flip will be available in four locations across the Big Apple bringing its hallmark of high-quality activewear to the nation’s biggest retail market and home to 6% of the country’s tween population. The Lester’s debut kicks off the company’s expansion into the American market, along with a strong e-commerce presence that will introduce Triple Flip to girls throughout the country.

“Triple Flip brings a fun and refreshing new positioning to the growing athleisure/activewear category,” says Perry Schorr, Owner and CEO of Lester’s, which has been a pillar in New York City and its suburbs for over 65 years. “The brand’s positive messages promoting healthy body image and self-esteem is perfectly aligned with Lester’s commitment to providing a fun shopping experience that leaves our young shoppers feeling happy and confident.”

“We selected Lester’s to launch Triple Flip because they are fashion leaders in the tween retail industry with a customer base that understands the difference quality makes,” said Triple Flip founder and CEO Linda Maslechko. “What sets Triple Flip apart is that we use premium technical fabrics along with thoughtful design, so that the clothes are incredibly comfortable and fun to wear, and created with a tween’s active lifestyle in mind. Whether they are training for their next competition, wearing them at school, or heading out on a weekend adventure, our unique prints, ultra-soft textures, and fresh colors, allow a girl to express her personality with what she wears.”

The Triple Flip line of vibrant and versatile apparel is only part of what sets it apart from other labels. The heart of the brand lies in its mission to encourage body-confidence and a healthy self-image in young girls by promoting a positive relationship between fashion and individual style. “At a time when a tween is finding her identity within her peer group, her body is changing and it can become frustrating trying to find clothes that fit and are styled right for her age” said Linda, whose expertise in tweens is backed by raising three daughters and serving thousands of girls for more than a decade. “The Triple Flip experience is more inclusive, taking the stress out of shopping by offering girls choices so that they can be in control of what feels right for their bodies. Once a girl finds it, she knows when something feels good. And parents can see the difference too. It’s a feeling that is anchored in something much deeper than the product.”

Inspired by feedback from hundreds of real life customers, Triple Flip helps counter many of the negative messages young girls are bombarded with in today’s social media culture. Its unique sizing does away with confining age-to-size associations, and is just one example of this important commitment. At Triple Flip, there is no XS or XL and nowhere does it say a 12 year old should wear size 12. Girls are encouraged to find the size that feels right for them, without the encumbrance of these labels. The size range is based on more than 400 actual girls’ measurements, and extends smaller and larger than other tween brands, so that a girl can feel more confident with her body while growing up.
Lester’s will be an ideal destination for the Triple Flip brand, because the company is committed to a high level of customer service and quality products, and serves thousands of tweens in the New York market.

About Triple Flip
Linda Maslechko, a mother of three daughters, turned her frustration over a lack of stylish, affordable yet age-appropriate options that catered to her then tween daughters’ active lifestyles into a new venture, Triple Flip. Since its inception in 2005, it is now one of Canada’s leading brands for tweens, and has achieved growth from its original Calgary flagship store to multiple channels, including 12 retail stores across the country, operating more than 30 community pop up stores
annually and an ecommerce site. Triple Flip recognized the gap in the market for great, comfortable clothes for active tweens aged 6 – 14 and has differentiated itself as a customer-focused brand that helps girls look and feel good while building strength and self-confidence at a time in their lives when everything is changing. Triple Flip believes we all have a role to play in raising the leaders of tomorrow, and empowered girls grow into empowered women. The company offers a line of activewear and leisurewear plus accessories. For more information, please visit
Triple Flip is an award winning brand, receiving an ARC Award for Achievement in a New Retail Concept in 2007, was selected for LG Toronto Fashion Week in 2009, and Linda received an Ernst & Young Entrepreneur of the Year Award in 2009. In 2015, Triple Flip was highlighted at the NASDAQ Next Great Consumer Brands Showcase, one of only 15 international brands to have received this honor.

About Lester’s
Opened in 1948 in Brooklyn by Lester Kronfeld and his wife, Lillian, Lester’s now boasts six retail stores in the tri-state area including Manhattan’s Upper East Side; Greenvale, Long Island; Rye Brook, Westchester; Westport, CT, Brooklyn; and Deal, NJ . The family-owned company remains an iconic New York fashion destination for always on-trend styles from the hottest brands for Contemporary, Juniors, Kids and Baby, delivering a department store shopping experience with signature neighborhood store customer service. Lester Kronfeld’s legacy lives on


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