Luxury online retailer Net-a-Porter has confirmed that it is moving into sportswear with a one-stop activewear category, Net-a-Sporter. Launching on July 9, the new store will be dedicated to everything a fitness enthusiast with a fashion edge needs to look good in the gym, with the website’sholding page claiming it will offer “sportswear as chic as everything else in your closet.”
The site will launch with 37 brands representing 11 sporting disciplines from tennis, golf and running, to yoga, dance, swimming and even surfing. With further lines expected for skiing and equestrian later in the year.
Candice Fragis, senior buyer at Net-A-Porter.com said: “To ensure Net-A-Sporter is a differentiator, we’ve broadened our buy and picked up brands that offer a unique point of difference, while focusing on technical fabrications, performance and fashion.
“We’ll also be partnering with Lisa Marie Fernandez and Zimmermann to create exclusive capsule collections especially for our customer."
Net-A-Porter launching Net-A-Sporter
Net-a-Porter already carries some activewear, including Adidas by Stella McCartney, Nike and Lucas Huge, but the new site will see new brands introduced including SoulCycle, Live The Process, Ballet Beautiful, Laain, Weargrace and Monreal London.
There will also be a number of exclusive capsule collections just for Net-a-Sporter including one designed by Zimmermann, which will feature a 10-piece line channelling the Australian label’s signature use of prints through sporty swimwear and training separates.
With the sportswear sector projected to be worth 6.9 billion pounds at the end of next year, according to research revealed in the Evening Standard, it is no wonder that Net-a-Porter is looking to get a piece of the action.
Net-a-Porter president Alison Loehnis explained to The Telegraph: "The initial idea for Net-a-sporter only came about six months ago. We already carry some great activewear brands, such as Adidas by Stella McCartney, Lucas Hugh and Nike and we wanted to build on our offering and broaden our buy to create a dedicated category for sport.
“We did a lot of research with our customer base and discovered that there is an increasing desire for all things fitness-related and that women across the world are becoming more and more active."
Net-a-Sporter launches on July 9.
Image: Monreal London/ Net-a-Sporter