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Groupon alien a clandestine characterization activewear band for women Thursday as it seeks to banknote in on fettle trends and bulk up its arcade business.

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Form Focus, the sixth such line from the Chicago-based e-commerce marketplace, offers conditioning shirts, leggings and shorts as able-bodied as sports bras. Items accessible on the armpit Thursday ranged from $11.99 to $22.99. They are accessible abandoned through Groupon Goods, the company’s arcade vertical.

Athleisure — as conditioning accouterment generally beat in accustomed activity is known — is a accepted and growing articulation account $44 billion in the U.S. alone, according to analysis close NPD’s Consumer Tracking Service. Bloomberg reports that the activewear industry is changing, with affairs prices bottomward 9 percent in aboriginal 2016 compared to the year above-mentioned as account retailers accomplish a run adjoin aboriginal leaders such as the cher Lululemon.

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Groupon (Nasdaq: GRPN) is alive to advance margins in its arcade business by affective abroad from low-margin “empty calories,” one of the top goals of CEO Rich Williams ⇒, who took on the role in November 2015. 

The National Retail Federation afresh called Groupon Goods to its Hot100 2016 account at No. 29, acquainted sales advance of 17 percent from 2014 to 2015. 

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In the additional quarter, Goods brought in about 60 percent of the company’s revenue, and it fabricated added than 2 percent added off of those sales than in the additional division of 2015.

The aggregation alien its aboriginal clandestine characterization curve — Wexley for home, Franklin and Fox for pets and Sociology for women’s accoutrement and accessories — in the additional division of 2015, a Groupon agent said. It added Oak and Rush, for men’s accoutrement and accessories, aftermost fall. 

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Groupon has awash “hundreds of bags of units” from its clandestine characterization brands back bounce 2015, he said. It awash 35,000 pencil skirts and dresses, 50,000 comforters, 50,000 area sets and 43,000 hydration packs, he said.

More than 70 percent of Groupon’s barter are women, and the aggregation has a “very acknowledged fitness-related deals business,” which includes yoga classes, gym memberships and fettle trackers, the agent said.

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The aggregation is adequate a bang in its banal afterward a able balance address aftermost week, which led to shares ascent aloft $5 for the aboriginal time in months. Shares traded up at about $5.41 Thursday afternoon.

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