Mar 2, 2021
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Tonal expands retail footprint with Nordstrom

Mar 2, 2021

Nordstrom is set to introduce a new retail offering with the Tonal training system launching in 40 Nordstrom locations across the U.S.

Tonal expands retail footprint with Nordstrom. - Nordstrom

As of this month, the smart home gym and personal training system will be available in the women's active department at Nordstrom through a 50-square-foot concept where visitors can experience a full Tonal demo and try a workout firsthand. Tonal retails for $2,995 and can be financed for as low as $149 a month, including subscription. 

The store-within-a-store locations will open in 20 states, including 12 where the exercise equipment retailer doesn’t have a physical location. Top Nordstrom flagship locations include Seattle, Los Angeles, San Francisco, Chicago and Dallas.

"We know customers are looking for inspired workouts that elevate their wellness ambitions, and we're excited to offer them a dynamic new digital fitness experience through our partnership with Tonal," said Lori Marten, Nordstrom vice president and divisional merchandise manager. 

“Our goal is to help customers discover the latest active gear for style, performance and everything in-between, and we look forward to making it easier than ever to discover everything in one place so they can look and feel their best.”

Christopher Stadler, Tonal's chief marketing officer, described the partnership as a “natural fit”.

"It's a natural fit for us to partner with one of the most respected retail brands in the world and introduce Tonal to Nordstrom customers across the country. We are excited for more people to experience the power of digital weight, and this partnership underscores our continued retail momentum and broadening our reach to new customers."

The Seattle-based retailer recently kicked its activewear offering up a notch with the launch of a new 'active microsite'. It allows customers to search for active brands by activity or category, all while offering fitness and wellness advice, expert tips and product and performance guides. 

Launched in December 2020, the new hub is a response to the increase customer demand for activewear, athleisure and gear following the Covid-19 pandemic. 

Nordstrom currently operates 358 stores in the U.S. and Canada, including 100 Nordstrom stores; 249 Nordstrom Rack stores; two clearance stores; and seven Nordstrom Local service hubs.


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