Will Tonal outlets assist Nordstrom strengthen its health cred? – RetailWire


March 05, 2021

Nordstrom published news Earlier this week, Tonal, the smart home gym and personal trainer device and service, signed a deal to open 40 stores for the fitness brand in 20 states

Nordstrom and Tonal will be rolling out the 50-square-meter stores this month, offering Nordstrom shoppers the opportunity to see a demonstration of the technology in the store and participate in a training session.

Lori Marten, vice president and general manager of merchandise at Nordstrom, said the retailer understands that “customers are looking for inspired workouts that increase their wellness ambitions.” She expects the new Tonal stores to help meet this need.

“Our goal is to help customers discover the latest active devices for style, performance, and everything in between. We look forward to making it easier than ever to discover everything in one place so that they can do their best, ”said Dr. Marten added.

The retailer announced this fourth quarter Sales in the “Active” category rose by double digits.

Nordstrom joins many other retailers and consumer direct brands that have tried to capitalize on the renaissance in home fitness and exercise that coincided with pandemic lockdowns and new work-from-home routines.

Lululemon, the yoga-inspired retail chain, announced last June it had reached an agreement to acquire Mirror, one in-Home Fitness Startup with a wall-mounted device that broadcasts live and recorded classes. The deal, closed last year, followed a $ 1 million investment Lululemon made in Mirror in 2019.

Calvin McDonald, CEO of Lululemon Athletica, said about the company’s third quarter Call for prizes His company expects Mirror to have sales of more than $ 150 million for the full fiscal year.

He said Lululemon launched its own Mirror tab on its website during the quarter that included a link to buy the device. Lululemon is now adding Mirror to its email campaigns.

Lululemon also began planning to roll out mirror stores in its stores in 18 locations. The aim is to test and refine the sales experience before the chain introduces the concept in several hundred stores this year.

DISCUSSION QUESTIONS: Do you think Tonal stores in the store will help Nordstrom position itself as a sporting goods and fitness destination? Will more retailers and / or consumer direct brands follow Nordstrom and Lululemon’s lead as they do business with fitness tech companies?

Brain trust

“This is very much on trend and will get a lot of attention in stores. Now we’ll see what Nordstrom does with this new attention.”