Tonal has partnered with Nordstrom to open 40 Women’s Active departments featuring the smart home gym in 40 Nordstrom locations. The introduction is part of a bigger push by Nordstrom into the active lifestyle space.

The 50-square-foot Tonal in-store concept will allow visitors to watch a full Tonal demo and try a workout.

“It’s a natural fit for us to partner with one of the most respected retail brands in the world and introduce Tonal to Nordstrom customers across the country,” said Christopher Stadler, Tonal’s chief marketing officer. “We are excited for more people to experience the power of digital weight, and this partnership underscores our continued retail momentum and broadening our reach to new customers.”

“We know customers are looking for inspired workouts that elevate their wellness ambitions, and we’re excited to offer them a dynamic new digital fitness experience through our partnership with Tonal,” said Lori Marten, Nordstrom vice president and divisional merchandise manager. “Our goal is to help customers discover the latest active gear for style, performance and everything in-between, and we look forward to making it easier than ever to discover everything in one place so they can look and feel their best.”

The Tonal partnership builds on Nordstrom’s efforts to expand its activewear positioning. In December 2020, Nordstrom launched a new Active microsite that lets customers search for active brands by activity or category and receive fitness and wellness advice, expert tips, product and performance guides. The microsite was the first key step to launching the company’s growth strategy for 2021.

An article in WWD noted that adding Tonal is just part of Nordstrom’s planned efforts to aggressively expand athleisure offerings and offerings to support activities such as training, running, hiking, yoga and golf but assortments for those activities are also being bolstered. Brands being introduced in March include Eleven by Venus Williams, Bad Birdie, and Gramicci. Among the brands that were introduced within the last three months are IVL, Outdoor Voices, Brooks Running, On Running, Malbon Golf, and Parks Project.

Store rollouts begin in March 2021 and include Nordstrom’s flagship stores in Seattle, Los Angeles, San Francisco, Chicago, and Dallas. To date, the confirmed list of Nordstrom locations include:

  • Scottsdale Fashion Square (Scottsdale, AZ)
  • San Francisco Centre (San Francisco, CA)
  • Fashion Island (Newport Beach, CA)
  • Santa Monica Place (Santa Monica, CA)
  • Thousand Oaks (Thousand Oaks, CA)
  • Century City (Los Angeles, CA)
  • South Coast Plaza (Costa Mesa, CA)
  • The Americana at Brand (Glendale, CA)
  • La Jolla at UTC (San Diego, CA)
  • Broadway Plaza (Walnut Creek, CA)
  • The Village at Corte Madera (Corte Madera, CA)
  • Westfarms (Farmington, CT)
  • The SoNo Collection (Norwalk, CT)
  • International Plaza (Tampa, FL)
  • Aventura (Miami, FL)
  • Boca Raton Town Center (Boca Raton, FL)
  • The Shops at Merrick Park (Coral Gables, FL)
  • The Gardens (Palm Beach Gardens, FL)
  • Phipps Plaza (Atlanta, GA)
  • Oakbrook Center (Oak Brook, IL)
  • Michigan Avenue (Chicago, IL)
  • Montgomery Mall (Bethesda, MD)
  • Natick Mall (Natick, MA)
  • Somerset Collection (Troy, MI)
  • Mall of America (Minneapolis, MN)
  • Saint Louis Galleria (St. Louis, MO)
  • The Mall at Short Hills (Short Hills, NJ)
  • Garden State Plaza (Paramus, NJ)
  • The Westchester (White Plains, NY)
  • SouthPark (Charlotte, NC)
  • Easton Town Center (Columbus, OH)
  • Washington Square (Tigard, OR)
  • The Plaza at King of Prussia (King of Prussia, PA)
  • Northpark (Dallas, TX)
  • Galleria Dallas (Dallas, TX)
  • The Shops at La Cantera (San Antonio, TX)
  • Domain Northside (Austin, TX)
  • Tysons Corner Center (Tysons, VA)
  • Downtown Seattle (Seattle, WA)

Photo courtesy Tonal