Peloton to Launch Online Clothing Boutique

NEW YORK — Peloton, the New York-based exercise bike company that brings spin classes to people’s homes, is now bringing fitness apparel to their homes as well. Today, Peloton will launch an online clothing store at Boutique.pelotoncycle.com, which will carry brands such as Monrow, Nation, Alternative Earth, American Apparel, Splendid, Golden Goods, Nike and PureLime. Plans call to add exclusives from lines such as PrismSport and Phat Buddha. Jill Foley, senior buyer for the Peloton boutique, who is also the wife of chief executive officer and founder John Foley, said the Peloton community started asking for the clothing that they saw the instructors wearing on their live-stream, and Peloton launched a boutique in the studio last April, featuring an array of brands. “We couldn’t keep the clothes on the shelves,” Jill Foley said. While her husband and his team were building the spin cycle business, which was incorporated in February 2012, she was building the Peloton boutique, identifying the brands, selecting the products and merchandising the offering. Originally, the offerings in the boutique were 50 percent Peloton-branded and 50 percent unbranded. But now, as the brand has grown and the Peloton community has gotten bigger, there’s been more of a demand for Peloton-branded gear,

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