4 days ago
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SoulCycle has big fashion ambitions.
At this week’s Shoptalk conference in Las Vegas, SoulCycle executives told Glossy the company is building up its apparel retail arm to become 15-20% of the business. Standalone retail stores are being considered, as are expanded retail floors in existing studios. As of recently, at its studio entrances, the company is advertising the activewear brands it carries. It has also started selling beauty products, with plans to soon sell the brands it offers as amenities. Filling the white space left by Bandier for a multi-brand activewear retailer is among the company’s goals.
The retail business is being driven by Emily Carter, the company’s head of retail merchandising, who joined the company eight months ago after leading global merchandising for LVMH’s DFS Group Limited. Carter was enlisted by CEO Evelyn Webster, who took on the role in 2020. SoulCycle’s co-founders, Elizabeth Cutler and Julie Rice, stepped down in 2016, selling their shares to the company’s majority owner, Equinox Holdings.
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