Byline: Rosemary Feitelberg

NEW YORK — Most people wouldn’t associate fatigues with a spa, but that’s just what Steve Rosenstein wants them to do.
The co-owner of Fitigues, a $30 million Chicago activewear maker and retailer, has formed a strategic alliance with Miravel, a resort and spa in Tucson.
Fitigues shot its spring catalog at the resort, pooled names from its mailing list and will distribute catalogs in guest rooms. The resort, which attracts about 6,500 guests each year, also features the brand in a specialty shop on site and uses select products as complimentary gifts for VIP guests.
Both parties will periodically team up for special promotions.
Founded in 1988, Fitigues generated nearly $30 million in sales last year and plans for a 10 percent increase in 2000, Rosenstein said. The company plans to open its 31st store in West Palm Beach in October.
After visiting the spa two years ago with his wife and business partner, Andi, Rosenstein said they thought its “nonintrusive” philosophy was consistent with their corporate strategy. He said he liked that Miravel used “mind, body, spirit” in its slogan, since Fitigues uses it for hangtags.
Rosenstein said he also liked that Miravel’s founder, Bill O’Donnell, is a Chicago native.
Fitigues’ “non-self-conscious” look, select distribution and its healthy work environment appealed to Miravel, according to Edward DeNucci, executive vice president and general manager of the resort.
The alliance has already helped Fitigues’ business. After the spring catalog was shipped to 150,000 people, the average mail-order purchase increased by 20 percent, Rosenstein said.
For last week’s reopening of the company’s store on Chicago’s Rush Street, Fitigues and Miravel invited area customers and gave away two four-night stays at Miravel. The company invested $150,000 in renovations at the store, Rosenstein said.

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