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Groupon Launches New Private-Label Athleisure Line

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So hot is the athleisure trend, that even Groupon has its own line.

The global e-commerce marketplace known for getting customers deals on things to do, eat, see and buy, said Thursday that it’s expanded its fitness-related deals by launching a private-label women’s activewear clothing line.

Dubbed Form+Focus, the clothing line is available exclusively through Groupon’s consumer products channel (Groupon Goods), and the aim is to reach its core female customer with a “stylish, functional and affordable” alternative to active or loungewear.

“We’ve seen significant demand for this type of clothing—especially given the popularity of our local fitness-related offers. Form+Focus offers women a variety of options for any activity,” said Jacob Hawkins, vice president of Groupon Goods North America.

Launch deals for the line include a 2-pack of seamless shorts for $12.99, geo-print control top running leggings in standard and plus sizes for $14.99, a tie-back seamless tank for $11.99 and a 2-pack of seamless tie-dye sports bras for $19.99.

The geo-print leggings are made with Skinny Fix, which, according to the website, features moisturizing Vitamin E, a control top and thigh compression for “enhanced curves and contours.”

Product pages look much like Groupon’s experience deals, with the comparable price, discount amount and total savings listed under the item’s price. The $14.99 leggings have a comparable value of $50 and a 70 percent discount, making for a $35.01 savings.

Eye-catching orange copy below the “buy” button reads: Limited time remaining! However, no deadline for the deal’s expiration is shown on the page. A note that there’s a limited quantity available and a count showing how many others have already bought serves to encourage a buy-now mentality.

Shipping isn’t free but returns are, and orders are shipped within seven business days of purchase.

The line is Groupon’s sixth private-label brand—it has other women’s apparel, footwear and accessory brands Sociology and Olive Street, plus men’s apparel, footwear and accessories line Oak & Rush.

Form+Focus will add to Groupon’s fitness deal offerings, which range from discounts on local yoga classes to fitness trackers and workout gear.

“It’s a natural next step for us to offer customers the opportunity to enhance their workouts with a collection of quality activewear at an incredible value,” Hawkins said.

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