Tonal Expands Retail Presence with Nordstrom Partnership

Tonal Expands Retail Presence with Nordstrom Partnership

Tonal, the company specializing in smart home fitness technology, has announced a significant expansion of its physical retail locations. This growth is being facilitated through a new collaboration with Nordstrom.

Beginning this month, Tonal will establish 50-square-foot demonstration areas within the women’s activewear sections of at least 40 Nordstrom stores nationwide. This initiative will increase the total number of Tonal physical locations to 60 by the close of 2021.

Enhanced Customer Experience

Customers will have the opportunity to experience Tonal devices firsthand, either by simply walking in or by scheduling a dedicated appointment. Nordstrom employees will be available to assist with product information and facilitate purchases.

Christopher Stadler, Tonal’s Chief Marketing Officer, stated that Nordstrom was identified as a leader in the retail sector. He believes the department store is well-positioned for success in both the current and post-pandemic retail environment.

A Novel Approach to At-Home Fitness Retail

Tonal currently operates 16 showrooms across the country, with plans to open an additional four later this year. These locations allow potential buyers to test and utilize the devices before making a purchase.

The partnership with Nordstrom represents a unique strategy within the at-home fitness industry. Unlike Peloton, which primarily relies on its own dedicated showrooms in the U.S., Canada, Germany, and the U.K., Tonal is leveraging an established retailer to broaden its reach.

Surging Demand and Production Adjustments

This expansion coincides with a substantial increase in demand for at-home fitness equipment, driven by the recent pandemic. Tonal experienced an impressive 800% surge in sales between December 2019 and December 2020.

This surge in demand initially led to delivery delays, with customers experiencing wait times of 10-12 weeks. Similar delays have been reported by Peloton, currently citing wait times of 6-10 weeks.

Addressing Supply Chain Challenges

Tonal is actively working to mitigate these delays. The company has significantly increased its production capacity, expanded its workforce, and implemented expedited shipping methods, including air freight from Taiwan to the U.S.

“We are dedicated to meeting the extraordinary demand for Tonal,” Stadler affirmed. “We are relentlessly focused on accelerating production, delivery, and installation to serve our customers as quickly as possible.”

Production has been ramped up across all organizational facets to expedite customer order fulfillment.

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