- Robyn Turk
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Lululemon is expanding its in-store offering beyond athleisure
clothing. The athletic apparel brand will begin selling its newly
acquired Mirror home gym in 18 stores across the U.S. this month.
The company bought the at-home fitness platform in June of this year, stating at the time that
it planned to build upon its vision of building a community and
enhance its digital and interactive capabilities.
Mirror offers a workout membership and innovative at-home workout
device that doubles as a mirror and a smart screen. Lululemon is
making the Mirror device available in stores, allowing customers to
see the product for themselves before purchase. It was previously only
available online.
Following in-store availability, Lululemon said that a new suite of
Mirror features will roll out to the full Member base to strengthen
community engagement and personal connection. These features will
become available later this holiday season, and include the option to
activate the Mirror’s the built-in camera to see and interact with
others and compete against other members during challenging
exercises.
Lululemon said that these new features are designed to “create a
workout experience that’s similar to a boutique studio
environment.”
Image: Lululemon
