Lululemon to Buy Mirror – a home fitness start-up that sells a $1,495 wall-mounted machine for streaming workout classes. By Todd Horwitz Chief Strategist, BubbaTrading

 

Lululemon to Buy Mirror

Lululemon, the purveyor of expensive athleisure and activewear, is betting on the future of personalized remote exercise as a way to reach customers by acquiring Mirror, a home fitness start-up that sells a $1,495 wall-mounted machine for streaming workout classes.

The $500 million purchase, which Lululemon announced on Monday, is the company’s first acquisition and follows its $1 million investment in Mirror last year. It’s a coup for Mirror and its chief executive, Brynn Putnam, a former New York City Ballet dancer who introduced the product in 2018 and has raised $72 million from investors. Mirror charges customers $39 a month to stream its live or on-demand classes.

The purchase fits with Lululemon’s ambitions to become an experiential brand that helps customers live a “healthy and mindful lifestyle across multiple experiences,” as it said last year.

“This isn’t just about getting guests to buy apparel,” Calvin McDonald, chief executive of Lululemon, said in an interview. “This is about strengthening our community and our loyalty and our relationship with our guests and memberships, and it’s going to be its own revenue stream model, which we’re excited about.”

Mirror is expected to become profitable by next year, excluding deal costs, Lululemon said. Lululemon declined to say how much Mirror made in 2019 or disclose user metrics. After the deal closes, Mirror will continue to operate as a stand-alone company within Lululemon. Brynn Putnam, Mirror’s founder and chief executive, will retain her role and report to Mr. McDonald. Lululemon expects the deal to close within the next few weeks.

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Micro Mini Portfolio Management Recording: on Saturday we did a great webinar on our micro mini futures portfolio management. I have attached that report below.

Mini Micro Futures Portfolio Management Recording

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Todd’s Daily Updates on Gold, Silver & Platinum with Daily Comment here

Todd “Bubba” Horwitz
BubbaTrading.com

Financial Markets and Political Commentary
 

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Todd Horwitz - Author of “Average Joe Options“. Todd began his trading career in 1980 at the CBOE. He was one of the original traders in the OEX & helped start the SPX. He is a member the CME where he trades S&P futures as well as foreign currencies & is a regular contributor to CNBC, Bloomberg, BNN, Fox & many other major news networks.