PTON Shares Up 10% As Peloton Launches Its Own Apparel Line
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PTON Shares Up 10% As Peloton Launches Its Own Apparel Line
American exercise equipment and fitness instruction company Peloton Interactive Inc (NASDAQ: PTON) has launched its own private label apparel brand. According to the official announcement, the company’s new clothing brand dubbed Peloton Apparel will feature style-forward, expertly-crafted pieces that have been wear-tested by real Peloton Members, including instructors, subscribers, and even non-members.
Peloton has been rolling out workout apparel since 2014 in response to demand from a wide array of its platform users. To meet its customer demands, the company has often partnered with top brands including Lululemon, Spiritual Gangster, WITH, and Beyond Yoga to mention a few. While the firm over time always introduces its own apparel in the mix from its brand partners, the launch of Peloton Apparel showcases the move by the company to take its future into its own hands.
“I couldn’t be more thrilled to officially launch Peloton Apparel, a brand that has been influenced by our amazing instructors and at its core is centered around supporting our Members,” said Peloton’s VP of Apparel, Jill Foley. “With each collection, we’re offering reliable pieces that support your sweatiest days, your busiest days, your rest days, and beyond. Our goal with this brand is to enhance our Members’ lifestyles, not just one part of their day.”
The launched products are fitting for men, women with some designed as unisex clothing. There are four unique Peloton Apparel fabric types in the first collection, all offering “different functions and benefits from a range of compression in performance fabrics to buttery-soft, everyday pieces.” These fabrics include; Peloton Cadent Fabric, Peloton Lite Lines Fabric, Peloton Move Mission Fabric, and Peloton Essential Fabric.
The prices for the Peloton Apparel products are budget-friendly and range from $15 to $118.
Peloton Apparel: a Product of the Company’s Community
The design, production, and perfection of the Peloton Apparel brand were borne out of active feedback from the company’s instructors and members.
“We’ve been listening to what our members and instructors want,” Peloton’s Vice President of Apparel, Jill Foley, tells PEOPLE. “On the Peloton Facebook page, members are constantly writing comments, criticisms, and feedback. The instructors will tell me, ‘Jill, this felt funny, this rolls over when I lean over or this is not giving me enough coverage.’ We slowly fine-tuned each style and scoured the Earth to find the best fabrics that fit our members’ needs.”
According to Foley, the constant issue of customers complaining of different apparel fitting even when they are of the same size has now been resolved for good.
“We want to give them exactly what they’re looking for. Based on our knowledge over the past eight years Peloton’s been in business, we know precisely what they want,” Foley added.
Peloton stock is on the uptrend, drawing on the prospects of the new venture. The shares closed Thursday’s trading session up 9.83% to $107.08. PTON shares have picked up new bullish momentum in the Pre-market surging by an additional 0.38%.