Groupon Inc. (GRPN)

[FUNMAN]

Groupon Launches a Women’s Activewear Clothing Line, Its Sixth Private Label

Moves like this will broaden their product scope and should improve margins too.

Will Flanagan
8/4/16 @11:11am

http://chicagoinno.streetwise.co/2016/08/04/groupon-launches-a-womens-activewear-clothing-line-its-sixth-private-label/

As Groupon continues to transition from being a daily deals engine to a more holistic e-commerce company, it makes sense that the Chicago-based business would double down on a vertical that generated over $$118.4 billion for retailers in 2015 - private label store brands.

Thursday morning, Groupon announced the launch of Form+Focus, a new private-label women’s activewear clothing line that will be available exclusively through Groupon Goods.

Form+Focus, which includes tops, bottoms, and bras, says that it provides women with "stylish, functional and affordable alternatives to wear while working out or lounging around."

The activewear category is a no-brainer for Groupon, which already has a successful fitness-related deals business, including offerings on yoga classes, gym memberships, fitness trackers, and more, and counts 70% of its customers as women.

Explained Jacob Hawkins, vice president, Groupon Goods North America."We’ve seen significant demand for this type of clothing––especially given the popularity of our local fitness-related offers. Form+Focus offers women a variety of options for any activity. It’s a natural next step for us to offer customers the opportunity to enhance their workouts with a collection of quality activewear at an incredible value."

Form+Focus is Groupon’s sixth private-label brand. Other private labels include Sociology and Olive Street, women’s apparel, footwear and accessory brands, Oak & Rush, a men’s apparel, footwear and accessories brand, Wexley Home, a maker of home goods, and Franklin Fox, pet goods.

Form+Focus clothing, ranging from $11.99 to $22.99, is available starting today exclusively on Groupon.