US-based fitness video subscription service Mirror raised $34m on Wednesday in a series B-1 round led by venture capital firm Point72 Ventures that included fitness apparel brand Lululemon.
Investment firm LionTree and VC firms Spark Capital and Lerer Hippeau also participated in the round, along with supermodel Karlie Kloss and fellow angel investors Kevin Huvane and Steve Lockshin.
Mirror’s offering combines a wall-mounted viewing screen with on-demand video fitness classes in areas such as yoga, pilates or boxing that users can interact with at home.
The company launched its service in September 2018 and has since opened an offline store located in New York City. It plans to channel the funding into expansion into new areas.
Brynn Putnam, Mirror’s founder and chief executive, said of the round: “It is particularly gratifying to be involved with lululemon again.
“I first worked with them almost a decade ago as an ambassador and have long admired their exceptional team, as well as their vibrant community. There are significant synergies between our brands and I am excited for the opportunity to innovate together.”
The latest funding increased Mirror’s total funding to $72m. Spark Capital provided $25m in series B financing for the company in September 2018, having led a $13m round seven months earlier featuring Lerer Hippeau, First Round, BoxGroup, Primary Venture Partners and Brainchild Holdings.
