Louis Vuitton Is Paying Attention To Luxury And Your Exercise Regimen

Photo by Andrew Davies

"With the world of fitness becoming an increasingly luxurious marketplace it should come as no surprise that LVMH Moët Hennessy Louis Vuitton is racing towards buying Italian bike brand Pinarello. Originally hand-assembled in Italy, Pinarello’s bicycles – which have propelled many a yellow-jersey wearer over the Tour de France finish line – have remained top of the range since the 1950s but in that time sales have typically been to cycling enthusiasts. LVMH seems to believe that high-end bike splurges are now as likely to come from an aspirational athletic market with disposable wealth as from the pros. With extravagant spending on wellness becoming increasingly commonplace, this seems to be a shrewd move. Especially seeing as fitness brands are already having a field day in big markets – and that includes China, where sportswear sales are expected to overtake luxury purchases by 2020." - via Monocle