Groupon Inc (NASDAQ:GRPN) is planning on strengthening its presence in the fitness sector and it recently launched a new private label product line for women.

The company launched Form+Focus as its latest addition which offers sports bras, shorts, leggings and workout shirts. The new product line is the sixth line of such products from Groupon. The products from the new offering will be exclusively available through Groupon Goods and their price bracket will be between $11.99 and $22.99. Groupon Goods is the firm’s consumer product channel. The newly launched product line will especially target women by offering them affordable, functional and stylish clothing for their workout sessions.

Groupon Goods’ vice president for North America, Jacob Hawkins stated that his firm has been experiencing a rise in the demand for fitness clothing. The demand is mostly driven by the growing popularity of Groupon’s fitness related offers. Hawkins further added that Form+Focus will offer various options that women can choose from depending on their activity. The vice president also highlighted that choosing to move towards that direction was a natural decision for the company. The idea is to give its customers a chance to enjoy and get the most out of their workouts through a wide array of quality fitness wear that will offer a lot of value.

Products from the new fitness line will be available in a variety of colors and sizes. Some of the other trademarks of the company include “Wexley Home,” “Olive Street,” “Sociology” and “Franklin Fox.” Data from the Private Label Manufacturers Association revealed that the private label stores achieved sales worth $118.4 billion in the US in 2015. The fitness wear sector is rapidly growing and it is currently worth $44 billion in the US. Bloomberg reported that the industry has been experiencing some changes. Prices in 2016 have so far dropped by 9% compared to the prices in the previous year. the company is making adjustments to boost its margins. One its strategies involve shifting from low-margin categories.