Digital-driven brands Peloton and Morphe opened their first physical locations in central Florida this fall at Tampa’s International Plaza. Both companies are hints of a potential trend in retail, where brands established online eventually develop a physical presence.
Stationary bike company Peloton, which was founded in Silicon Valley in 2012 as a way to bring the experience of a spin class home, launched its third Florida showroom for fitness fiends to test bikes and treadmills before buying them. The store also allows potential customers to book a test class to try one of Peloton’s on-demand classes, live-streamed from a New York City spin studio right to the bike’s built-in HD touchscreen. On the Tread machine, users can stream full-body workouts that incorporate running, using free weights and more.
Also new to International Plaza is Florida’s first brick-and-mortar location for the cosmetics brand Morphe. Known for partnerships with popular beauty gurus like YouTuber (and Tampa resident) Jaclyn Hill, Morphe has made a name for itself with prestige brand-quality makeup brushes and products at prices just a bit higher than what you’d find at a drugstore. In the second half of 2017 alone, Morphe sold 1 million units of Hill’s eponymous eyeshadow palette.