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GETTING FIT: The fitness apparel category is certainly active online. Los Angeles-based workout gear Web site Ellie said Friday it has raised $2 million in funding from Trinity Ventures, Rustic Canyon Partners, and Blumberg Capital. Ellie was co-founded by serial e-commerce entrepreneur Marcus Greinke, creative director Lindsay Daniels and technology studio Science Inc., which is also behind such e-commerce players as Wittlebee, Uncovet and Dollar Shave Club. Ellie shoppers can buy pieces individually or sign up for memberships to receive two pieces monthly for $49.95 per month. “Why should you pay $130 or more for workout clothes like yoga pants?” asked Greinke. “A healthy lifestyle should be attainable for everyone, and Ellie wants to make sure you look and feel good whether you begin or end your day with a trip to the gym.”
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