Retailer Bluenotes is launching a new active product line called Unplug in all its stores.
Joshua Graham, VP of Brand Experience with Bluenotes, said the company is introducing this month the concept as a shop-in-shop in all 120 locations across Canada.
“It’s an active wear brand that we’re launching and we’re going to be pushing it to market as exclusively available at Bluenotes,” he said. “It’s going to take up the entire A zone. The front of the women’s side of all of our stores across the country. We could say around 300 square feet of every store.
“It will be all women’s active wear and it’s the first time we’re really launching an active wear line at Bluenotes. It’s not only great quality but also affordable. There’s incredible value. The value within this collection is top notch because it’s better quality than we’ve ever had in terms of active wear.”
Unplug by Bluenotes is loungewear for your everyday life – hoodies, sweatshirts and joggers are designed with a relaxed fit and soft fabrics, making them the ultimate pieces for all day comfort. Mix and match options with multiple solid and tie dye combinations will be featured.
“This will be a permanent shop-in-shop within the store going forward,” added Graham.
Francesca Ricciardi, Ladies Merchandise Manager with Bluenotes, said the concept was actually created during COVID where the retailer felt the need to really emphasize connecting with people and unplugging from the internet and social distractions and getting back to movement and athleisure.
“That’s kind of why we started and we saw the active wear segment growing in the market and we wanted to ensure we’re capturing a share of great quality active wear but at an affordable price for our customer,” she said.
“So our collection is very focused on movement and that could be any type of movement. That could be the girl at the gym, the girl going to yoga, the girl who wants to put on her comfortable look to just grocery shop. It’s whatever movement speaks to her day lifestyle. We’re removing her from the chaos to allow focus and unplugging from distractions.”
Ricciardi said there will be full commodities of active wear and fleece. Shorts and skirts, leggings and bike shorts, rompers and jump suits, active tops, active bralettes, active jackets. Fleece joggers and fleece hoodies.
“We will also have accessories like hydration bottles, yoga mats, skipping ropes. A full collection of athleisure,” she said.
And the first thing you see when walking in the store is a huge “50% off the entire store” a good start Bluenotes!