Nordstrom Partners With Home Fitness Company Tonal To Expand Retail

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Nordstrom is improving its fitness game.

The Seattle-based department store has partnered with Tonal, a fitness company that makes wall-mounted weight training equipment, to set up 40 Tonal “stores” in its retail stores, Nordstrom said Monday.

Tonal fitness technology, which allows users to train with weights without a single weight, currently costs $ 2,995, with a funding option available at $ 149 per month.

Tonal has partnered with Nordstrom to set up boutiques in 40 of its department stores. (Nordstrom, Inc.)

As part of the partnership, Nordstrom will launch each of the 50 square foot Tonal stores in its Women’s Active departments and alongside its workout clothing and fitness products. Buyers will be able to test out the home fitness equipment indoors before purchasing.

Tonal stores will be located at Nordstrom sites in major cities, including Seattle, Los Angeles, San Francisco, Chicago and Dallas, the companies said.

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The partnership comes as more consumers take more interest in home fitness equipment amid coronavirus lockdowns. Tonal saw its equipment sales increase by 800% between December 2019 and December 2020, resulting in up to 12 weeks of waiting for delivery, according to Stadler data as reported by Tech Crunch. And sales of connected fitness competitor Peloton increased 232% year-on-year to $ 757.9 million in November. The publicly traded stationary bike and treadmill company has also experienced shipping delays due to increased demand in recent months.

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“We know customers are looking for inspired workouts that elevate their wellness ambitions, and we’re excited to bring them a dynamic new digital fitness experience through our partnership with Tonal,” said Lori Marten, vice -President of Nordstrom and divisional merchandise manager on the news. .

“Our goal is to help customers discover the latest active gear for style, performance and everything in between, and we look forward to making it easier than ever to find it all in one place so they can look and feel. to feel better.”

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