Just months after launching its apparel and accessories on Nordstrom.com, Peloton has turned to another beloved retailer to expand its reach beyond fitness equipment: Target.
The connected fitness company has just debuted its apparel and wellness and fitness-related wares on Target’s third-party marketplace, spanning men’s and women’s apparel and accessories such as Peloton-branded towels, resistance bands, water bottles, workout mats, yoga blocks, dumbbells, cycling shoes and more.
“At Peloton, we aim to meet members where they are in their fitness and wellness journey, including how they shop for athletic wear, as consumer shopping behaviors continue to change,” the connected fitness company shared.
While Peloton has established itself as one of the most well-known fitness equipment companies in the world, apparel has become a key focus as of late, with ambitions to dominate the men’s activewear space. The fitness brand also tapped brothers T.J. and J.J. Watts to target male millennials.
As for its fitness equipment, Peloton paired with Costco over the holidays to sell its Bike+ at 300 stores and online.
A statement from Peloton seems to suggest that additional partnerships may be on the horizon.
“As we build on these initial collaborations, we will use our key learnings to fine-tune our thinking and approach to third-party retail partnerships,” Peloton noted on its site. “We are excited about the opportunity to make Peloton apparel and accessories more accessible for current and prospective members.”
Notably, Peloton’s shares have risen 125% in the last six months, though they remain a considerable distance from their 2021 peak, driven by the pandemic and the interest in at-home fitness and Peloton’s signature bikes.
Now led by Apple Fitness+ co-founder Peter Stern, who was named Peloton’s new president and CEO last October, the connected fitness company’s next chapter appears well underway. In addition to its retail push, Peloton is also reaching new audiences who book a hotel stay at Hilton Hotels, where guests can enjoy Peloton’s on-demand fitness content right from their hotel room.
