Meet Net-a-Sporter

First come the runways, then the sales. Net-a-porter is riding the hot athletic wave and introducing a new shopping site.

The aptly named Net-a-sporter will launch on July 9 in 170 countries. Featuring 37 brands across 11 disciplines — tennis, golf and running among them — the e-tail shop will increase the parent company’s presence in footwear as well.

“We’re incredibly excited about launching Net-a-sporter. Activewear has long been a part of our offering,” Alison Loehnis, president of Net-a-porter, said in a statement. “We know that fitness is an increasingly integral part of our customers’ lives across all of our markets.”

With prices starting at 25 pounds (or $43 at current exchange), Net-a-sporter will be the exclusive online stockist for Ballet Beautiful, Live the Process and Weargrace, with new lines to be added throughout the year.

“[Women are] looking for product to take them from a Pilates class to lunch with a friend, adapting their workout wear into more of a day look. If a woman is paying close attention to her shoes, bags and makeup, then she shouldn’t have to compromise on her style while she’s exercising,” Loehnis added.

The new shopping destination is also set to include capsule collections produced with Lisa Marie Fernandez and Zimmermann.

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