A sampling of e-retailer and vendor announcements from the NRF show floor this week.
Initially, the site will host five to six one-week long sales per week offering edgy, fashionable workout gear aimed at the urban yogi.
Bozeman, MT – January 15, 2013 - FitFrosting, the newest player in the flash sale space, joins the likes of other members-only shopping platforms today with the launch of its first sale events catered to the fitness set. Initially, the site will host five to six one-week long sales per week offering edgy, fashionable workout gear aimed at the urban yogi.
“Fitness fanatics can expect a mix of established brands like Hyde Yoga and B-Up as well as to discover activewear up-and-comers like Nesh, Nina B. Roze, and Prima Studio,” says FitFrosting founder Hilary Hohne, who cites her personal over-spending on activewear as fueling the company launch.
“I was always waiting for the fitness sales on Gilt and Rue La La,” Hohne goes on, “and I knew I couldn’t be the only one.”
After more research and in-market campaigns to test viability, Hohne uncovered a real demand for a channel like FitFrosting to serve the $15 billion annual US women’s activewear market.
Hohne brings nearly a decade of experience in the health/wellness online start-up space, most recently running an online digital marketing consulting firm, DigitalMoxxy, focused on serving online media start-ups with a women’s wellness bent.
“I knew there was a hole to fill, my experience lent itself to building the audience, and as it’s said ‘everything else is figure-out-able’”, she says.
Hohne’s experience also includes early-stage at DailyWorth and Ideal Bite (sold to Disney in 2008). She will be supported by a small team – including former Ideal Bite colleague and FitFrosting co-founder, Brett DeWoody - all based in Bozeman, Mont. Marketing and customer acquisition will be led by Ember Hansen of DigitalMoxxy.
FitFrosting is a members-only sale site for active women with discerning style. The company strives to curate the best in activewear and fitness products by delivering consumers an exciting discovery tool for new brands, providing those brands a powerful online sales channel, and by featuring goods that live up to the founder’s own discerning standards.