Wegmans, where you can sip a frothy latte while you fill your cart with fruits so perfect you wonder if they’re made of wax, is now offering a line of yoga products.
Stency Wegman, wife of the CEO, launched a line of yoga wear and accessories late last year. She’s a longtime Hatha yoga practitioner and instructor who started selling her DVDs in Wegmans stores in 2011.
The Wegmans Organic Farm was an inspiration for the yoga wear. The clothes are made of organic cotton. The pants and shirts are emblazoned with a yoga-posing carrot. It’s what Stency Wegmans calls the “glamorous carrot” pose. “Love Your Veggies” is printed on the back of each shirt.
One could look at this as a CEO merely indulging his wife’s yoga passion. But this is incredibly smart. Yoga remains popular. Even little kids are doing downward dog. Wegmans and yoga go together like Wegmans and…the “Chickenless Florentine” that was featured today in one of the $8.49/lb. self-serve buffets at Calkins Rd.
It’s not supposed to make sense, but it does.
For example, Jane walks by the yoga display and thinks, “I really need to get back into a class. I’m feeling stressed and out of shape.” (There’s no John, because there doesn’t appear to be any menswear.) Jane puts a $59.99 tank top in her cart. She has a new resolve to be healthy, so she circles back to the produce section and loads up on organic vegetables. The next time she visits the store, she picks up the pants and the mat. Let’s face it, once you’ve spent nearly $60 on a tank top, there’s no turning back.
Wegmans wins. (Doesn’t it always?)