It plans to open about 40 such mini-stores in an area of about 50 square feet, which will sell the brand's goods.
Various home fitness and wellness products have grown in popularity due to gyms' closure during the pandemic. The agreement between fitness brand Tonal and U.S. department store chain Nordstrom is another confirmation of this trend.
Smaller Tonal stores are to be opened in Nordstrom department stores. The talks involve 40 new outlets in different cities, which are scheduled to open in March 2021.
The area of the stores will be about 50-square-foot. It may not sound like much, but the fact is that Tonal does not offer much in the way of variety. Moreover, the company sells only one product - a wall-mounted strength-training machine. The Tonal fitness machine, which is positioned as a home gym in one body, can be used for many exercises (about 200 in total). Video on the big screen, which is part of the simulator, will completely replace the actual trainer. The cost of the fitness machine is about $3,000.
According to the manufacturer, buying a simulator will replace visits to the gym. It's not easy to decide on such a significant expenditure, that's why in the new mini-stores, customers will be able to talk to consultants, try out the trainer in action, get acquainted with all its features, and make a more informed decision.
Tonal currently has only 6 of its stores and ten outlets in larger stores. The physical presence of the brand will more than triple as a result of the partnership with Nordstrom.