LUCY@CRUNCH: SCORE WITH A STORE?

Byline: Rosemary Feitelberg

NEW YORK — Lucy.com is adding bricks to its clicks.
Through a new collaboration with Crunch, Lucy.com plans to open a store at the Crunch gym on Manhattan’s Upper East Side, marking the first retail unit for Lucy.com, a Portland, Ore.-based online retailer and mail-order business.
With headquarters in New York, Crunch operates 20 health clubs in the U.S. and Japan.
The 900-square-foot Lucy@crunch store is slated to be unveiled in January at the Crunch club at 1109 Second Avenue. The street-store level unit will be open to gym members as well as the public, according to a Lucy.com spokeswoman.
The Lucy@crunch store will offer 100 labels, including Crunch merchandise, with an emphasis on fitness wear. Brooks, Champion, Patagonia and Danskin are among the brands sold at Lucy.com.
A kiosk will be set up to let shoppers visit Lucy.com and the company’s catalog will also be available at Crunch.
Lucy.com’s Web site and catalog shoppers will also have the option of returning merchandise to the Lucy@crunch store.
“We want women to be able to find great workout wear wherever they prefer to shop — in a store, by a catalog or on the Web,” Sue Levin, chief executive officer and co-founder of Lucy.com, said in a statement Monday.
Executives at both companies said they plan to play up the “synergy” between the brands.
Crunch’s hipness and quirky classes, such as circus training and firefighting drills, appealed to Lucy.com, a company spokeswoman said. The fact that Crunch encourages women of all shapes, sizes and fitness levels to work out was another hit with Lucy.com, which aims to do the same.
For its part, Crunch was impressed with Lucy.com’s “great management team,” according to Doug Levine, founder and president.
“They’ve taken a real branded approach to retail in their catalog and through their online business,” he said.
Both parties aim to team up for special events at Crunch clubs. Celebrating product launches and having Webcasts of some of Crunch’s classes, like yoga, are among the ideas being considered, Levine said.
“Our brands ooze attitude and we have high hopes to expand the business together,” the Lucy.com spokeswoman said. “Our goal is to reach as many women as possible through as many mediums as possible.”
It has not yet been determined whether additional Lucy@crunch stores will be opened, executives at both companies said.
Lucy.com’s Web site went live last November and its catalog was launched last month.

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