Bloomingdale's deepens its partnership with Rhone, the performance-focused activewear brand, by expanding in-store presence and launching a new womenswear line. The retailer plans dedicated activations across locations while rolling out Rhone's first women's collection, signaling confidence in the brand's growth trajectory.
Rhone currently operates in 19 Bloomingdale's locations plus online channels. The expansion reflects broader retail shifts toward performance-driven apparel that bridges athletic and everyday wear. Bloomingdale's investment in dedicated floor space and promotional campaigns positions Rhone to capture market share in the competitive activewear sector, where brands like Lululemon and Alo Yoga dominate shelf space.
The introduction of womenswear represents a critical milestone for Rhone's business. The brand built its foundation on men's performance clothing, but expanding into women's activewear opens a substantially larger addressable market. Women's activewear now accounts for a significant portion of the global active apparel category, and retailers recognize the revenue opportunity.
For Bloomingdale's, the move reflects strategic curation of its active category. Department stores have struggled to compete with direct-to-consumer brands and specialty retailers in athletic wear, but partnerships featuring growth-stage brands with loyal customer bases provide differentiation. Rhone's positioning as a premium-but-accessible alternative to established players creates an attractive middle ground for the luxury retailer's customer base.
The timing matters. Active apparel consumption remains elevated post-pandemic, with consumers investing in quality pieces for both gym and casual settings. Rhone's emphasis on durability and performance resonates with this mindset. In-store activations, whether through dedicated displays, sampling events, or styling consultations, give customers hands-on experience with products that benefit from tactile evaluation.
This partnership underscores how department stores