NEW YORK — Boutique indoor cycling studio SoulCycle will today unveil a new Web site at soul-cycle.com — with an emphasis on its growing retail business.
In addition to serving as the online home for the spinning studio and platform for riders to book bikes, cofounders Julie Rice and Elizabeth Cutler hope that people who don’t live near a studio will engage with the brand.
“In the beginning, we started the retail business as a marketing tool,” Rice said. “We designed one T-shirt because we had $2,000 left after we built the first studio — and we decided the best marketing we can do is to get 150 cool people to wear our T-shirts.”
E-commerce was incorporated into the site in 2011 as the apparel selection grew, but it wasn’t until spring of last year that SoulCycle starting producing 12 collections per year with additional holiday and resort offerings. A monthly online magazine will also launch with the new site, showcasing the brand’s apparel collection, as well as multiple paths to purchase for the consumer.
There are now 25 SoulCycle studios nationwide — and 15 more will open this year in places such as Pasadena, Calif., Westport, Conn., Woodbury, N.Y., and Washington, D.C. The company will also be opening its first international studio in London. Since 2010, ridership has grown by 58 percent, revenue by 60 percent and profitability by 85 percent, according to Rice and Cutler.
In New York, the majority of riders in a class — which can accommodate up to 60 people — can be seen wearing gear with the word SoulCycle or the brand’s logo of a bike wheel affixed to it.
“We see it becoming pretty significant,” Rice said. “The retail world has responded to the SoulCycle brand and it seems like something people do want to wear. We’re making a major retail push.”
Another issue the site looks to tackle: the online booking process. Every Monday at noon, sign-ups for the following week begin and with about 50,000 logins. It’s often a rush for users to try and get into desired classes for the week. Now, the updated system allows for users to create a queue prior to sign-up time so they can bookmark the classes they wish to take.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)