mirror.co
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The Lululemon Mirror: A Fitness Bet That's Fading
How a $74M hardware startup got absorbed into apparel and lost its identity
Mirror.co isn't a standalone startup anymore—it's a feature. What began as a $1,500 interactive mirror promising boutique fitness at home is now 'lululemon Studio,' a subscription service buried within an apparel giant's ecosystem. The hardware is gone, the vision is diluted, and the traffic tells a story of decline.
"Mirror didn't fail because the tech was bad—it failed because the business model couldn't survive post-acquisition."
The Identity Crisis
The traffic data reveals a brand in limbo. 'lululemon studio mirror' (1,260 monthly searches) and 'mirror lululemon' (1,150 searches) show users are confused about what they're actually buying. The top keywords aren't about fitness outcomes—they're about brand confusion. This isn't a product; it's a footnote in Lululemon's omnichannel strategy.
The Acquisition Paradox
When Lululemon acquired Mirror for $500M in 2020, they bought hardware expertise and a direct-to-consumer fitness platform. Three years later, they've sunset the hardware entirely. The $74.8M in funding Mirror raised became a $500M exit, but the product vision dissolved into apparel margins. Revenue sits at $32.5M—likely a fraction of what standalone Mirror projected.
The tech stack tells its own story. Next.js, Tailwind, and PWA suggest a modern web experience, but the 216 employees and minimal traffic indicate a skeleton operation. Hotjar and Zendesk integration shows they're monitoring frustration, not driving growth. This is a maintenance team, not a product team.
- The hardware is dead—Mirror pivoted from $1,500 mirrors to $39/month subscriptions
- Traffic is fragmented—'undefined' countries dominate analytics, suggesting tracking failures
- Trust is broken—A 2.5-star rating from just 5 reviews signals early adopter disappointment
- SEO is collapsing—They rank #1.4M globally, invisible for fitness keywords
Mirror is a cautionary tale for hardware startups
The acquisition didn't save the product—it buried it. Lululemon got the data and brand halo; Mirror got a graceful exit. The real winner? The $1,500 mirror now collecting dust in someone's bedroom.
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lululemon Studio, formerly MIRROR | 10,000+ Workout Classes
MIRROR is now lululemon Studio. Access the world's best fitness brands with 10,000+ workout classes at your fingertips with your lululemon Studio Membership.
lululemon Studio | 10,000+ Workout Classes
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Reviews (5)
This is a preliminary review only
Update: After leaving a few comments on facebook the company did get in touch with me. My mirror was delivered yesterday - nice guy delivering it. Product works as anticipated (only used a few times) at this point. The mirror is a great concept for exercising at home. Hope they get their logistics in place - 6 weeks is a long time to wait for a product. Communication only happened after I initiated it. They can save themselves a lot of grief if they become better in communicating versus being in fire fighting mode (must not be too fun for customer service to talk to customers that want the product) Good luck guys This is a preliminary review only as I have not received the actual product yet. I ordered a mirror on Dec 2. When we did not get any feedback on order status we contacted them on Dec 9 inquiring on delivery details. We were told a delivery to take place the middle of January. We mentioned to them that this was a Christmas gift and our displeasure about not receiving it in time, especially for a product ordered in the beginning of December (wish they should have mentioned at the time of purchase that this will not make it in time for the holidays). We are now less than a week away from the supposed delivery - still no detail received. I am looking forward to receiving the actual product, communication has been very poor so far and can only hope that the product is fantastic. Will update this review once item is finally received.
Not a good idea
Mine never got delivered but I was still charged for two months of payments. The company that is supposed to deliver for them in this area doesnt deliver here on Mondays and Thursdays, and was a no-show for the scheduled Wednesday after I paid to have someone stay at my house all day. Lulu wanted me to give them several dates that I could be available for delivery but hey! I work 26 days a month! Thats why I thought a Mirror was a good idea. Its not such a good idea after all.
DO NOT BUY - HORRIBLE CUSTOMER RELATIONS
I USED THE MIRROR FIVE TIMES PRIOR TO GETTING INJURED (NOT USING IT) WHICH I BOUGHT ON 2/21/22. WHEN I WAS FINALLY ABLE TO START USING IT AGAIN LAST WEEK - WOULD NOT CONNECT. I STILL OWE $500 ON IT AND THEY WOULD NOT SEND ANYONE OUT - SIMPLY SAID SORRY -NOTHING THEY CAN DO OTHER THAN OFFERING ME $500 OFF A NEW ONE WITH A 2 YR WARRANTY. WHEN YOU PAY $1500 FOR A PIECE OF EQUIPMENT THAT HAS HAD NO WEAR AND TEAR, WAS NOT MISHANDLED AND ONLY USED 5 TIMES AND WILL DO NOTHING BUT SEND EMAILS - THIS IS NOT A COMPANY YOU WANT TO DEAL WITH
Do not order from this company unless…
Do not order from this company unless you are guaranteed delivery of all your accessories at the same time your mirror is delivered. They play a little trick on you. They get you the mirror right away and tell you the accessories will arrive separately around the same time. Well, I ordered my mirror on December 18 and I still don't have the weights for the machine (the primary reason I ordered it). It is now mid-April and my mirror is gathering dust. I tried to return it and of course they told me I was outside of the 30 day return period. How convenient. Also, if you are a senior I don't recommend the product. Besides not delivering the weights, they don't really offer a senior friendly set of classes. They move very quickly. All in all, it has been a terrible experience.
would give a big fat 0 if i could
would give a big fat 0 if i could. I ordered and no one has contacted me . They said they would and no one has. You cannot speak to a human to resolve it. Only chat and they are useless. Late for delivery. Customer service is the worst ive had in my life. Stay away
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About mirror.co
MIRROR is now lululemon Studio. Access the world's best fitness brands with 10,000+ workout classes at your fingertips with your lululemon Studio Membership.
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Technology Stack
mirror.co uses 21 technologies across their website including Cloudinary, Sentry, Cloudflare, and more.
Media
Cloudinary
Error Tracking
Sentry
Cloud & Hosting
Cloudflare
Advertising
Microsoft Ads, Snapchat Pixel, TikTok Pixel, Google Ads +1 more
Customer Support
Zendesk
E-commerce & Payments
Affirm, Stripe
Traffic & Audience
mirror.co receives approximately 18.3K monthly visitors and ranks #1,399,289 globally. The website has a bounce rate of 43% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 0:17 on the site.
The majority of mirror.co's traffic comes from undefined, undefined, .
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