Private investment firm Comvest Partners acquires the financially troubled e-retailer, which filed for Chapter 11 bankruptcy protection in March.
No longer just a brand for exotic exercise machines, NordicTrack is using the web to expand further into activewear apparel sales through NordicTrack.com. With about 70 stores, it’s relying on its web site to reach a broader audience in its niche market.
No longer just a brand for exotic exercise machines, NordicTrack is using the web to expand further into activewear apparel sales through NordicTrack.com. With about 70 stores, it’s relying on its web site to reach a broader audience in its niche market, says Ryan Dunkley, director of e-commerce.
NordicTrack’s expanded apparel focus will cater to hurried work-at-home people who want to wear durable apparel that functions as exercise wear as well as casual attire, Dunkley says. “We want to offer a little bit of everything for stay-at-home mom who can work out and go to the grocery store, and be in style in both places.”
When NordicTrack was acquired in several years ago by ICON Health and Fitness, ICON expanded its product line beyond its well-known ski-style exercise machines to include other equipment like treadmills as well as apparel and accessories. Since launching NordicTrack.com in 1998, NordicTrack has gradually expanded the availability of products online to grow its market reach. It also sells vitamin supplements and yoga exercise kits.
So far, NordicTrack’s apparel offerings are slim, with the first phase launched this month with a limited selection of tops and bottoms made of stretch material. “That’s phase one, but phase two will be wider as we promote apparel for lifestyle as well as for fitness,” Dunkley says. “Although it will be centered on fitness, we plan to make it fashionable enough to make it clothes that people want to wear in everyday situations.”