Gilt City Goes for a Family Affair in NYCGilt City has added a "Kids & Family" vertical to its offerings in the New York City market. Soon it will move to the company's other nine markets too.
September 13, 2011
by Teresa Novellino
If you happen to be strolling by the park along the Hudson River in Manhattan, you may see babies participating in a boot camp style exercise class. Don’t worry: They didn’t pay full price.
Gilt City, which is part of Gilt Groupe and which expanded to more cities earlier this summer, announced today that the launch of a “Kids and Family” category in New York City, and that it will soon add the new vertical in its other nine markets. It’s a sign that as new competitors offering discounts on activities crop up, those that are more well-established will grow by adding specific target markets.
For Gilt, this one will be about people with families, featuring activities to do as a group, a couple or individually.
The site debuts, for instance, with “Baby Body Boot Camp,” for which a three-pack of classes will be available for $35 instead of the regular $75 for babies from six weeks old to 3 years old (accompanied, of course, by an adult). There are also Spanish classes for either children or adults at Instituto Cervantes for $401 versus the regular $535 price for adults and $199 versus $265 for 10 classes for children, plus discounted tickets to the “Berenstain Bears Live.”
Gilt City says it will distinguish itself from other sites by offering deals for various members of the family, not just everyone at once, such as at-home pampering for mom, date-night dinner reservations for busy parents, and yoga classes and cooking lessons for the kids.