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Peloton to sell fitness equipment, apparel on Amazon


A Peloton Interactive Inc. logo on a stationary bike at the corporate’s showroom in Dedham, Massachusetts, U.S., on Wednesday, Feb. 3, 2021.

Adam Glanzman | Bloomberg | Getty Images

Peloton has struck a partnership with Amazon in a bid to broaden its customer base and win back investors’ confidence, as revenue growth slows from pandemic highs and its stock price plunges.

In its first foray outside of its core direct-to-consumer business, Peloton starting Wednesday can be hawking a collection of its connected-fitness equipment and accessories on Amazon’s website within the U.S.

That can include its original Bike, which retails for $1,445. It’s going to even be selling its strength product referred to as Peloton Guide, which costs $295. Excluded from the tie-up are its costlier Bike+ and Tread treadmill machine.

Peloton’s stock was up about 8% in pre-market trading.

Peloton’s Chief Industrial Officer Kevin Cornils said there are already about half 1,000,000 searches on Amazon every month for Peloton’s products, despite its lack of presence on the positioning before Wednesday.

“Post-Covid, the retail environment — online and in stores — is continuous to evolve, and that is something that we’re trying to know higher to ensure that the Peloton of the long run is calibrated appropriately for that,” Cornils said in a phone interview.

“We intend to make it as easy as possible to get a Peloton,” he added.

It will mark Peloton’s first partnership with one other retailer to sell its merchandise. Until now, the corporate has relied on its website and physical showrooms, selling on to consumers. But under CEO Barry McCarthy, who took over in February, Peloton has committed to widening its distribution globally and lowering customer acquisition costs to get the business back to profitability.

Peloton launched into an $800 million restructuring plan when the corporate’s founder, John Foley, stepped down from the CEO role in February as costs spiraled uncontrolled and losses mounted. It has since been testing a subscription model for its equipment, as one other method to drum up sales. Peloton also exited all of its in-house manufacturing to simplify its supply chain.

Earlier this month, the corporate announced additional cost-cutting measures, including more layoffs, store closures, about-face price hikes and exiting the last-mile delivery business.

Peloton’s share price is down about 70% yr up to now. Its market cap has fallen to around $3.7 billion, from as high as $50 billion in early 2021.

The move onto Amazon signals McCarthy, formerly of Netflix and Spotify, just isn’t afraid of taking risks to get the business back on stronger footing. McCarthy has also said that Peloton’s goal is to at some point count 100 million members, a goal that Foley specified by 2020. Peloton ended its latest quarter with about 7 thousands and thousands members.

Testing the waters

Along with the Bike and Guide, Peloton will sell on Amazon a collection of accessories, including its branded cycling shoes, bike mat, weights, yoga blocks, water bottle and heart rate armband. Shoppers will even see an assortment of its branded apparel, including sports bras, leggings, shorts, tank tops, hats and jogger pants.

“It is a really good start for us, with a digital retailer, to check the waters,” Cornils explained.

Over time, it’s possible Peloton will adjust its assortment on Amazon because it learns what persons are on the lookout for, he said. It is also possible Peloton will look to other retailers for similar deals to increase its reach, he added.

It could also make sense for Amazon and Peloton to think about making the fitness company’s live and on-demand workout content one other perk for paying Amazon Prime customers. Cornils didn’t confirm whether this was a possibility.

Analysts have been speculating that Peloton is considering ways to broaden the distribution of its content under McCarthy, a content and subscription guru.

Shoppers who buy a Peloton Bike from the Amazon site will give you the chance to pick a self-assembly option fairly than schedule time with an expert to place it together. The choice for expert assembly can be available for individuals who would like it.

Cornils said it would be a learning experience for the corporate to see what customers prefer and the way they reply to a self-assembly option. This just isn’t something that Peloton has offered before, but it surely’s one other way the corporate can slash costs.

Peloton’s support team will manage ongoing customer support requests related to repairs, maintenance requests, subscriptions and general inquiries, in response to the corporate, while Amazon’s customer support team will provide support for product purchases, delivery, installation and returns.

“Physical retail is at all times going to be a very important a part of our strategy,” said Cornils. “That is more of a mirrored image of us attempting to match the patron.”

Peloton is about to report its fiscal fourth-quarter results before the market opens on Thursday. Analysts predict the corporate to book a per-share lack of 72 cents on revenue of $718.19 million, in response to Refinitiv consensus.

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