Peloton Expands Retail Presence, Partners with Nordstrom to Sell Private Label Apparel

Peloton is expanding its reach by partnering with Nordstrom to sell its private label apparel on the retailer's marketplace. This marks the first time Peloton's apparel line, led by Jill Foley, has been available outside of its own platform. The collaboration aims to attract a wider audience and strengthen its position in the fitness apparel market. Peloton has also renewed its partnership with Lululemon, offering a range of products from affordable private label to high-quality co-branded items. The company is also working to attract more male customers through marketing campaigns and new offerings.

Peloton, the popular fitness technology company known for its high-end workout equipment and subscription-based classes, is making strides to expand its presence in the fitness apparel market. The company has partnered with Nordstrom to sell its private label apparel on the retailer's marketplace, marking the first time Peloton's apparel line has been available outside of its own platform [1]. Additionally, Peloton has renewed its partnership with Lululemon, offering a range of products from affordable private label to high-quality co-branded items [2].

The partnership with Nordstrom aims to attract a wider audience and strengthen Peloton's position in the competitive fitness apparel market. According to the company, the collaboration will enable it to reach new customers who may not have been aware of its apparel offerings before [1]. The Nordstrom marketplace is a significant platform for consumer goods, and Peloton hopes to leverage this partnership to expand its reach beyond its existing customer base.

Peloton's partnership with Lululemon, one of the leading athletic apparel brands, is also noteworthy. The two companies have entered into a five-year strategic global partnership, with Peloton becoming the exclusive digital fitness content provider for Lululemon and Lululemon becoming the primary athletic apparel partner to Peloton [2]. This collaboration will enable Peloton to offer its Members access to a wider range of high-quality athletic apparel, while Lululemon will benefit from Peloton's large and engaged customer base.

Moreover, Peloton is working to attract more male customers through marketing campaigns and new offerings. According to the company, its new marketing campaigns will focus on highlighting the benefits of its fitness technology for both men and women [1]. Additionally, Peloton is offering new products, such as a new line of men's apparel, to appeal to a broader audience [1].

The expansion of Peloton's reach in the fitness apparel market is an interesting development, given the company's focus on fitness technology. However, with the increasing importance of athletic apparel in the fitness industry and the growing popularity of Peloton's workout equipment and classes, it is not surprising that the company is looking to expand its offerings in this area.

References:

[1] Peloton Partners with Nordstrom to Sell Private Label Apparel. (2023, September 27). Business Wire. https://www.businesswire.com/news/home/20230927005667/en/

[2] Peloton and lululemon Announce Strategic Global Partnership. (2023, September 27). Business Wire. https://www.businesswire.com/news/home/20230927005626/en/