Peloton launches online boutique

Everyone’s favorite NYC based exercise company will now be known for just more than inspiring people to get in shape. The fitness focused company launched an online clothing boutique last week with the url boutique.pelotoncycle.com. The site already seems to have an excellent selection of fitness apparel offerings.

Some of the brands carried include Nike, Splendid, American Apparel, and PureLime, just to name a few. That’s just the beginning, however. Peloton is already planning to add exclusive pieces from PrismSport and Phat Buddha.

Before the company even began thinking about entering the apparel world they already knew that they had a market for it. Jil Foley, the senior buyer for Peloton, and also the wife of CEO and founder John Foley, said that the idea for a clothing boutique came from members of the Peloton community who would see the instructors on live-stream and wanted to know who they were wearing.

Last April, they launched a boutique in the studio, and Foley told Women’s Wear Daily, “[they] couldn’t keep the clothes on the shelves.” While her husband focused on the spin cycle aspect of the business, she was focused on how to handle the retail aspect of the business, and given the increasing demand for Peloton boutique clothing she seems to be doing an excellent job.

At first, the offerings in the boutique were 50 percent Peloton-branded and 50 percent non-branded. With Peloton’s increasing popularity that has changed, and now their offerings are 70 percent Peloton-branded and 30 percent non-branded. With their new online boutique Foley is projecting that the company will generate 1 million dollars this year from apparel sales, with 30 percent of that coming from online.

The website features both men’s and women’s apparel with a wide variety of prices, with something as simple as a hair tie for 5 dollars to Monrow t-shirts for 110 dollars. The luxury bike giant (whose bikes retail for 1,995 dollars) opened their first store in the Mall at Short Hills in Short Hill, New Jersey in 2013. They currently charge 39 dollars a month for unlimited subscription service to their live-stream and on-demand classes.

They have quite the fan club with over 7,000 bikes in people’s homes. For their apparel line, orders will be handled in-house. With the sportswear market becoming so major they couldn’t have selected a better time to grow their boutique business. 2015 is set to be a big year for athletic gear with brands like 2XU also seeking to expand in the U.S. Athletic gear may have finally found a real home in fashion and is no longer just seen as a utilitarian need for the gym or lazing around the house.