NEW YORK — Peloton, the New York-based exercise bike company that brings spin classes to people’s homes, is now bringing fitness apparel to their homes as well.
Today, Peloton will launch an online clothing store at Boutique.pelotoncycle.com, which will carry brands such as Monrow, Nation, Alternative Earth, American Apparel, Splendid, Golden Goods, Nike and PureLime. Plans call to add exclusives from lines such as PrismSport and Phat Buddha.
Jill Foley, senior buyer for the Peloton boutique, who is also the wife of chief executive officer and founder John Foley, said the Peloton community started asking for the clothing that they saw the instructors wearing on their live-stream, and Peloton launched a boutique in the studio last April, featuring an array of brands. “We couldn’t keep the clothes on the shelves,” Jill Foley said.
While her husband and his team were building the spin cycle business, which was incorporated in February 2012, she was building the Peloton boutique, identifying the brands, selecting the products and merchandising the offering.
Originally, the offerings in the boutique were 50 percent Peloton-branded and 50 percent unbranded. But now, as the brand has grown and the Peloton community has gotten bigger, there’s been more of a demand for Peloton-branded gear, she said. At present, 70 percent is Peloton-branded and 30 percent is nonbranded.
Foley said she expects to generate $1 million in clothing sales via the boutique and online this year. Thirty percent will be generated online.
The Web site will feature women’s and men’s accessories, leggings, tops, shorts, sweatshirts and bags, retailing from $5 for ribbon hair ties to $110 for a Monrow sweatshirt. The sweet spot in tops will be between $30 and $40, and in leggings, between $70 and $80, Foley said.
Peloton started selling the exercise bikes in summer 2013 after a Kickstarter campaign and opened its first location (selling the bikes) in the Mall at Short Hills in Short Hills, N.J., in November 2013. Today, there are eight stores around the country, all of which sell bikes and clothing. Peloton bikes sell for $1,995, and the company charges $39 a month for a subscription for unlimited on-demand classes or live-streamed classes. There are 7,000 bikes in people’s homes. The bike is equipped with a video touch screen that connects via Wi-Fi to play back video on-demand of bike routes and classes, as well as live-streams of group classes shot at Peloton’s Manhattan studio.
Peloton’s technology team has developed the online boutique, using its own art department and photography, as well as Peloton instructors who also work as fitness models. Order fulfillment will be handled in-house.