Italy’s Technogym to Sign Partnership With Christian Dior

(Bloomberg) --

Italian exercise-equipment maker Technogym SpA unveiled a sales partnership with Christian Dior SE in a move aimed to attract more luxury clients.

Technogym said Tuesday it will sell Dior co-branded treadmills, bench presses and gym balls under the agreement. The limited-edition line will be available exclusively in Dior boutiques worldwide starting from January. Bloomberg News reported the deal earlier.

Sales of in-home exercise gear surged during the pandemic as virus concerns and lockdowns led consumers to skip the gym. The partnership with Dior is part of the Cesena-based company’s attempt to preserve its margins by focusing on high-end equipment.

Luxury companies are increasingly seeking novel ways to attract new clients by dabbling in leisure activities. Burberry temporarily remade a beach club in Ibiza this summer, decorating sun chairs and towels with its logo. LVMH’s Cheval Blanc recently opened a hotel in Paris with a Dior-branded spa.

Technogym shares rose as much 1.5% in Milan, giving the company a market value of about 2 billion euros ($2.3 billion). The company’s exercise machines are in some 80,000 fitness centers and 500,000 private homes around the world.

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