BIG SPLASH: Carbon38 is looking to make waves in swimwear as the high-end activewear e-tailer pushes into the segment this week.
The Los Angeles-based firm, which also has an office in New York, is putting a more focused effort on swim as it launches an offering on its site of about 30 styles from five brands, including We Are Handsome and Koral Activewear. The pieces range in price from about $80 to $250.
The e-tailer, which turned two this year, has made a name for itself carrying a curated selection of activewear billed good enough for inside and outside the gym with a social media hashtag, #RunInRunway, that very much sums up its buying and merchandising strategy.
“We want to own [the customer’s] wardrobe from 6 a.m. to 6 p.m.,” said cofounder and chief executive officer Katie Warner Johnson. “The fact that we’re looking at the entire wardrobe and how we can help support that…is certainly a differentiator for us.”
Expansion into less traditional activewear pieces will be a focus for the e-tailer, which has a leg up on competitors by offering utility not commonly found in traditional ready-to-wear pieces, Warner Johnson said.
And to that end, Carbon38 is also pushing exclusive product launches in the future with some of the brands it carries, including Zara Terez and Koral.
Dresses that have been tested on the site have also gained traction among shoppers. It’s proof cofounder, president and head buyer Caroline Gogolak said “that our customer is looking for something after her workout or before the gym.”