Among the investors of the start-up Mirror are the sportswear brand Lululemon and the American supermodel Karlie Kloss.
A New York-based startup that develops interactive fitness mirrors has raised $$34 million in a new funding round for the project.
At the same time, it became known that Lululemon entered into a strategic partnership agreement with Mirror, under which joint programs for various workouts at home will be released. Exclusive lessons will be available to purchasers of the Mirror device, which is priced at $1500 today. Through a partnership with a startup, Lululemon expects to attract new audiences, as well as partly diversify the business amid rapidly growing competition in the sportswear segment.
By entering into a partnership with Mirror, the Canadian brand is confirming a growing trend in the market that involves a gradual transition to home workouts instead of going to fitness clubs. Experts believe Mirror-like devices will be popular with non-regular gym customers, providing the same experience in a comfortable environment. Earlier it was reported that Mirror is preparing to launch its own workout package for home using interactive mirrors, and is also exploring the possibility of promoting new types of content, including wellness and therapy.
The device was first introduced to the market in 2018, when the startup raised funding of $25 million. Mirror, which looks like a regular mirror and works with a mobile application, consists of an LCD panel, stereo speakers, a camera, a microphone, and a one-way mirror. The device allows you to simultaneously see a virtual instructor and your own reflection, connecting to live workouts or special subscription classes - yoga, Pilates, cardio, boxing, stretching, etc. The creators of the product promise to add up to 50 different workouts weekly.