Said Nate Checketts, Rhone co-founder and CEO, “With a focus on premium, performance-based fabrics, we are filling a void in the activewear space that speaks directly to how the modern man lives, works and sweats.”
Writer: Thomas J. Ryan
Rhone, the men’s active wear and lifestyle start-up that recently received a significant growth investment from L Catterton, is opening pop-up shops at 11 Equinox gyms.
The shops, located within the gym’s its Shop @ Equinox areas, will showcase an increased assortment of the brand’s apparel and accessories.
Founded in 2014, Rhone offers a full line of style-driven men’s activewear made from premium fabrics with performance characteristics, including anti-odor and anti-microbial properties. Rhone recently launched GoldFusion, an eco-friendly fabric treatment made with real gold particles that makes fabrics dry up to three-times faster, lasts three-times longer than competitor. The collection is also UV protective and permanently controls odor.
Opening to the public this month, Rhone pop-up locations will include Equinox clubs in New York (63rd Street, W 92nd Street, E 44th Street), Los Angeles (Santa Monica, Beverly Hills, South Bay, Westwood), San Francisco (San Mateo), Washington D.C. (Bethesda), Dallas (Preston Hollow) and Miami (Aventura).
Rhone is already sold in all Equinox locations, as well as select REI and Bloomingdales locations, as well as Peloton Studios, and close to 150 specialty stores and gyms.
“We have been working with Equinox since our launch and value the company not only as a retail partner, but also as a fellow disruptive brand in the active industry,” said Cortney Ansel, senior vice president of sales for Rhone. “We are looking forward to increased exposure with our target customer through this elevated partnership.”
To celebrate the grand opening of the retail concepts, Rhone and Equinox will host community workout events on May 11 in New York (63rd Street), Los Angeles (Beverly Hills), San Francisco (San Mateo) and Dallas (Preston Hollow). Free and open to the public for Equinox members and non-members alike, guests will be invited to take the gym’s most popular group fitness class, the high-intensity MetCon3. Post class, attendees will have access to exclusive discounted shopping, special Equinox promotions and a premium gift bag featuring Rhone’s latest GoldFusion technology which infuses gold particles into the brand’s highest-performance fabrics for a softer, safer, faster-drying, longer-lasting, odor-neutralizing activewear garment.
“At Equinox, we push the limit and commit to high performance living,” said Frank Rappa, senior director of retail for Equinox. “Rhone provides men’s premium performance apparel, combining cutting-edge technology and design. Together, we are creating an assortment of styles that work and wear well, representative of both brands, and are taking our members to the highest levels of their personal performance.”
In late March, Rhone said it received a “significant growth investment” from L Catterton, the largest consumer-focused private equity firm in the world.
Current and past investments of L Catterton include Sweaty Betty, Hanna Andersson, Peloton, Pure Barre, CorePower Yoga, Snap Kitchen, Sandro & Maje, Pepe Jeans, ba&sh, Trendy International, El Ganso, Dondup, R.M. Williams and Rapsodia.
“Rhone represents a compelling opportunity to invest in a differentiated and on-trend concept within men’s activewear, a large and growing category,” said Jon Owsley, Co-Managing Partner, L Catterton Growth Fund. “Rhone’s approach capitalizes on several compelling trends including the emerging purchasing power of the millennial consumer, the shift toward casualization and the general disruption of longstanding retail models by digital and mobile purchasing. The Rhone team has created a truly unique and authentic brand, and we look forward to working with them to grow the Company into a dominant force in the activewear industry.”
“L Catterton is the ideal partner to help us take the Rhone brand to the next level,” said Nate Checketts, Rhone co-founder and CEO, at the time. “With a focus on premium, performance-based fabrics, we are filling a void in the activewear space that speaks directly to how the modern man lives, works and sweats.”
Photos courtesy Rhone/Equinox