Lululemon has acquired Mirror, an at-home fitness startup that the athletic apparel brand first invested in last year. Mirror has embedded an interactive display into a real mirror, and users can access live and on-demand workouts through the device. Lululemon bought the company for $500 million.
Lululemon began creating yoga and meditation classes hosted by its brand ambassadors for Mirror in 2019. Mirror will continue to operate as a standalone brand within Lululemon once the transaction officially closes later this year.
“As part of Lululemon, Mirror can further strengthen its position and accelerate its growth by leveraging Lululemon’s deep relationships with its guests, ambassadors and communities, as well as the company’s infrastructure, including its store network and ecommerce channels, to acquire new users,” Mirror founder and CEO Brynn Putnam said in a press release.
The device’s content library includes bodyweight, resistance band and free-weight workouts. It can also sync with fitness wearables to incorporate real-time biometric data on the screen.
