Lululemon, the Delaware athletic apparel, is making moves on the market. After it announced that it would temporarily stop the partnership with Facebook regarding paid ads, it is now considering diversifying its sales.
Yesterday, the company announced that it would purchase the Mirror startup for $500 million. Mirror consists of a $1,495/reflective display through which subscribers can exercise while they stream the workouts and watch themselves. Mirror expects to have revenue of over $100 million this year and to register profit or at least break-even in 2021.
The move seems to be thoroughly calculated, as the pandemic forced people to stay indoors and perform their workouts there. For Lululemon, the net sales dropped in the first quarter by 17%, even though online sales increased by 70%. One of Mirror’s competitors, Peloton, reported a 66% increase in revenue in the last quarter from people subscribing to its program.
Purchasing Mirror offers Lululemon a paycheck from a different business while it is still in the same sector, as Mirror will be a standalone company within the latter. The deal is to be closed in the second fiscal quarter of 2020.
Lululemon stock price gained 4% in after-market trading.
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Sources: theverge.com, cnbc.com.