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Tonal triples its physical stores with Nordstrom partnership – TechCrunch

Tonal, maker of the intelligent home fitness trainer, announced it is more than tripling the number of physical locations it sells devices in through a new partnership with Nordstrom.

Starting this month, Tonal will have 50-square-foot stations in the women’s activewear departments of at least 40 Nordstrom locations across the U.S., bringing the total number of Tonal physical locations to 60 by the end of 2021. Shoppers will walk in or book appointments to try Tonal devices and purchase them through employees on hand.

“As we looked to expand our retail footprint and strategy, we looked to the retail landscape, and we really feel like Nordstrom says ‘best in class’ — the department store is well suited to succeed in a COVID and post-COVID world,” explained Christopher Stadler, Tonal’s CMO.

Tonal, which manufactures a wall-mounted device with a digital weight system that emulates various traditional gym stations, already operates 16 locations across the country with devices shoppers can try and work out to, with plans to open four additional showrooms later this year. But the partnership with Nordstrom, which expects overall sales growth of 25% in 2021, marks a first of its kind for at-home fitness makers. Peloton, for instance, operates a more extensive network of dedicated showrooms in the U.S., Canada, Germany, and the U.K. Still, it has yet to partner with an outside retailer to display and demo its bikes and treadmills.

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