Dive Brief:
- Tonal products can now be purchased on Best Buy’s website, according to an announcement last week by the home gym company.
- Best Buy’s Geek Squad Agents will manage delivery and installation of Tonal’s products, which is included in the purchase price.
- The partnership is a "large-scale retail expansion" for the brand and “allows Tonal to reach new audiences through the trusted retailer,” according to a company statement.
Dive Insight:
Best Buy is teaming up with DTC brand Tonal at a time that it is expanding its product assortment.
In 2022, the big-box retailer said that it was adding electric transportation, outdoor living, and health and wellness products to its offerings.
The company currently has over 5,000 health and wellness products in its lineup, including fitness, recovery, beauty, skin care and baby tech among other items, CEO Corie Barry told analysts earlier in the month.
The retailer launched a resource on its website and app this year, dubbed “Yes, Buy Sells That,” where customers can discover and purchase products in its new categories.
Best Buy recently reported that revenue fell nearly 8% during its third quarter as it deals with uneven consumer demand. The company anticipates more stabilization in the electronics sector in 2024.
Tonal in 2021 announced a partnership with Nordstrom which placed 50-square-foot demo concept spaces into the women’s active department of 40 Nordstrom stores. The company’s founder, Aly Orady, stepped down as CEO this spring to become its chief technology officer.
