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Mirror isn’t a typical hardware company: they designed their business with recurring revenue in mind. While Sonos, GoPro and Fitbit struggled (well, are struggling) to start a product line that earns recurring revenue, companies like Mirror were built for it from the start. For $39 per month, subscribers get access to live and on-demand workout cla... See more

If lululemon were buying a standalone hardware business, I’d be skeptical of their ability to turn it into a stream of subscription revenue. But Mirror immediately gives lululemon a monthly charge on consumers’ credit cards, something they didn’t have before.

Apparel companies don’t have a good history buying technology companies. The most notable example is Under Armour with the purchase of MyFitnessPal, Endomondo and MapMyFitness.