SoulCycle is looking to expand into retail beyond in-studio sales. Emily Carter, who leads retail at SoulCycle, has shifted the brand’s focus from just selling merch to building a true fashion business. Now, SoulCycle is aiming for apparel to make up 15-20% of their whole business, and to do that, they’re planning bigger retail spaces both in studios and standalone locations. With plans to sell in-house designs and exclusive brand collaborations with big names like Lululemon, Alo, and The Upside, SoulCycle is positioning itself to be a major player in activewear. (And of course, athleisure!) While branded SoulCycle apparel remains a focus, the company is also introducing more non-branded, fashion-forward pieces to attract a broader audience including non-riders. They’re making retail a bigger part of their marketing too, using instructors as brand ambassadors and offering cool merch as rewards for their ride challenges. (Glossy)
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