NEW YORK — Devotees of Equinox Fitness health clubs can now wear the Equinox name when they are pumping iron or going out on the town.
The company’s new line of Equinox Collection apparel will begin hitting its boutiques next week, part of a companywide initiative to build on the strength of the Equinox brand.
“People like to wear the Equinox label, its a badge of pride,” said Marian Baker, buyer for the Equinox boutiques, who is part of the team that developed the line.
Baker said the collection will account for about 30 percent of the offerings at the Equinox boutiques in women’s and men’s, and will have the largest presence on the floors of any brand.
The fast-growing New York-based health club chain has 24 clubs, 23 of which have boutiques attached, and plans to open 11 clubs this year in locales such as Miami, San Mateo, Calif., and Mamaroneck, N.Y.
Equinox had a small selection of basic private label apparel, but after extensive focus groups and research, the line has been revamped and expanded and includes a wider selection of more fashion-forward products. Tank tops, jerseys, scoop neck T-shirts and short-shorts, as well as underwear and socks, are among the offerings.
“We took a lot of cues from what is happening in fashion,” said Baker, who noted that the line is developed and designed in-house.
The clothes are available in colors such as hot pink, orange and teal, as well as pastel shades like dusty pink or light blue. Some of the pieces are designed for high-performance activities and feature mesh paneling, wicking fabrics and built-in bras, while other looks such as the cap-sleeve T-shirt are designed to be worn for lifestyle activities. There is also a wide selection of men’s offerings, as well as some new accessories such as a yoga bag that comes with a mat inside.
The products range from about $22 for tank tops to $48 for the jerseys. Baker declined to give sales projections, but said the private label business is seen as a major revenue opportunity. The selection will be expanded in coming months and the company plans to introduce a more upscale collection and intends to wholesale the collection at a later date, she noted.
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Baker, who joined the firm last year, has introduced a wider selection of fashion offerings into the boutique mix. Among the brands for sale at the Equinox boutiques are contemporary labels such as Velvet, Michael Stars, Splendid and Fred Perry, as well as performance brands like Champion and Sugoi.