Brands Bet on Wellness by Pushing Beyond Core Offerings

Lululemon sells athleisure. Best Buy sells electronics. Barry’s Bootcamp sells fitness classes. All three companies have found success in their respective corners, but that doesn’t appear to be enough for their leaders. Brands are increasingly exploring wellness opportunities outside of their typical wheelhouses. For example, Lululemon is branching into beauty with the launch of four “clean” products aimed to help workout buffs look their best — for example, a dry shampoo that removes the grease without leaving a chalky residue in your hair. Meanwhile Best Buy wants to try its hand at wellness by introducing at-home fitness tech equipment. “We’ve promised our customers we’ll help enrich their lives, including their health and wellness, by using technology. This is a great example of how we’re living up to that commitment,” Jason Bonfig, Best Buy’s chief merchandising officer, said in a statement. Considering the popularity of Peloton and Mirror, it’s a wise category to jump into. Finally, Barry’s Bootcamp is opening a new st