Peloton is continuing to grow its apparel presence by expanding into retail spaces beyond its own platform.
Peloton apparel, as well as accessories, are now being sold on the Nordstrom Marketplace. You can find them on Nordstrom here.
A recent interview with WWD (Women’s Wear Daily) reveals that Peloton may launch with even more retail collaborations in the future.
According to the article:
Jen Cotter, chief content officer, who also oversees the apparel offering at the fitness company, revealed that Peloton is testing the idea of offering its line to other retailers where its customers shop. And in many cases, that’s Nordstrom.
“We’re about to launch on Nordstrom Marketplace,” she said. “We don’t care where you buy Peloton apparel, but we know our members shop there, so this is a test. Then we’re going to consider other partners to put Peloton apparel out there to raise recognition. If you’re not a Peloton member, most people don’t know we have Peloton apparel.”
Peloton’s apparel collection has already found a foothold on Amazon. The Nordstrom partnership, however, marks a new step in Peloton’s apparel strategy, bringing its activewear to a broader market in a premium retail environment.
Unlike previous collaborations, which saw Peloton’s gear discounted through retailers like Sierra, the line at Nordstrom is being sold at full price, underscoring its premium positioning.
Nordstrom is known for curating high-quality activewear and lifestyle brands. This shift to full-price items at Nordstrom and possibly other future retail locations is an interesting contrast to past discounts offered through retailers like Sierra & TJ Maxx, where Peloton apparel was sold at lower prices.
Peloton hinted at future retail collaborations, suggesting that this move could be part of a broader strategy to increase its footprint in the activewear space. The Nordstrom partnership may be just the beginning of a wider distribution network that could eventually include other premium department stores and online marketplaces.
This step into Nordstrom and potential future retail collaborations suggests Peloton sees its private-label apparel as a long-term growth opportunity, separate from its fitness hardware and subscription offerings. Whether these partnerships will include exclusive pieces or expand to other international retailers remains to be seen, but Peloton is clearly aiming to build its reputation as a high-quality activewear brand.
You can read the full article regarding Peloton Apparel’s expansion into Nordstrom via the WWD website, and find Peloton on Nordstrom here.
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