Yoga is supposed to be a fairly peaceful, noncompetitive affair.

But now its a big business, too. So off the mat, its not immune from the heated competition of the marketplace.

One such yoga rivalry that is building momentum is now heading to Plaza Frontenac, where an Athleta store is slated to open in May, just a few stores down from the wildly popular Lululemon Athletica.

Lululemon, of course, is one of the hottest retail chains. The Canadian retailer has been rapidly growing across the United States in the last decade, developing a cultlike following among many yogis along the way.

To be sure, the stuff is not cheap. But its allure is so great that many are willing to shell out $98 for its yoga pants, which its fans boast are especially flattering for a womans backside.

The brightly lit stores with upbeat sales staff are said to have the fourth-highest sales per square foot among North American retailers, coming in just behind Apple, Tiffany & Co., and Coach impressive company.

So its not surprising that ever since Lululemon opened its only local outpost at Plaza Frontenac a few years ago, the chains horseshoe-like logo has become a ubiquitous sight in many yoga studios around town. (The brand previously had a smaller showroom in the Central West End.)

Now Gap-owned Athleta, whose motto is Power to the She, is shaking things up by entering the local scene. The brand, which started off as a catalog and website, started opening physical stores in the last couple of years. It now has 35 stores nationwide and is expected to be up to 50 by years end. In addition to yoga apparel, it also sells swimwear and other fitness and hiking clothes.

When Cheri Chod, owner of Blue Moon Activewear in Clayton, learned about the Athleta store coming to Plaza Frontenac, she admits she was not thrilled.

I was like, Oh, youve got to be kidding me, she said, laughing.

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Yoga apparel battle coming to Frontenac with arrival of Athleta