default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Report: Peloton Trims Forecast on Apparel Sales

Peloton sues Lululemon in bid to protect sportswear patents.
Peloton sues Lululemon in bid to protect sportswear patents. (Peloton)

Apparel sales for the at-home fitness company jumped to over $100 million in 2021, according to CNBC, but Peloton is now expecting its fitness apparel sales to slow.

As demand for at-home fitness has waned after increasing during the pandemic, Peloton reportedly halted the production of its stationary bikes. The company had forecasted apparel sales would hit $200 million in annual sales in 2022, but now believes the company will earn about $150 million. Peloton did not respond to BoF’s request for comment.

Peleton amassed a huge following for its bikes and treadmills, and members of its digital community have also snapped up the company’s fitness apparel. Peloton has its own private label but also makes branded collaborations with companies like Lululemon, Nike and Adidas.

The athleisure category saw significant growth during the pandemic — Lululemon already surpassed its 2023 goals and Athleta’s performance is helping drive growth at Gap Inc. But executives believe Peloton owners will ease up on their fitness apparel purchases, as they allocate spending towards going-out clothes. Analysts who are sceptical of Peloton’s staying power say the company can’t compete long-term in the activewear market.

“I think a lot of people are buying Lululemon with an added Peloton stamp because they know it’s a great product,” BMO Capital Markets analyst Simeon Siegel told BoF in April. “[Peloton] has yet to show its own staying power.”

Learn more:

How Peloton Got Its Riders Hooked on Its Apparel

Peloton’s success in fitness has Nike, Lululemon and Adidas lining up to make clothes for its loyal riders. Will those followers be as loyal to the exercise bike maker’s own gear?


Further Reading

In This Article
Topics

© 2022 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.


Small stores can remain competitive by scaling their private labels, testing new store concepts, and offering brands consumers can’t find on Farfetch or in Selfridges.



view more

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
How to Build a Profitable DTC Brand
© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions and Privacy policy.
How to Build a Profitable DTC Brand