Nordstrom will soon be opening mini Tonal shops at 40 department store locations under a new long-term agreement with the fitness equipment maker.
The 50-square-foot shops will be an addition to Nordstrom’s activewear section, where shoppers can buy and interact with Tonal’s wall-mounted workout station, alongside workout apparel and fitness accessories sold by other brands.
Tonal’s partnership with Nordstrom comes at a time when consumers are increasingly investing in high-end, at-home workout equipment. The company said it would help target Nordstrom’s brick-and-mortar customers, representing Tonal’s target demographic group.
“There’s a segment of our customer base that wants to touch and feel and experience digital weights,” said Christopher Stadler, Tonal’s chief marketing officer. “We want to create more points of distribution and physical touch points.”
Nordstrom, meanwhile, expects to drive foot traffic to its physical stores through the new partnership and build its brand name in the activewear category.
“We continue to prioritize being that place of discovery,” Lori Marten, a merchandise manager for Nordstrom’s active category, told CNBC.
“We’re often considered the partner of choice in regards to working with brands, physically and digitally,” she said. “So it was a pretty seamless opportunity across the board — one that really helps us build our authority and authenticity in a space that we are aggressively growing.”
In the past, Nordstrom reportedly struck similar partnerships with brands such as luggage maker Away and beauty brand Glossier.
This year, Nordstrom expects low single-digit growth. The retailer currently has a market cap of $5.7 billion, which is larger than Macy’s ($4.7 billion) but smaller than Kohl’s ($8.6 billion).