Set Active Cancels $10 Million-Plus Holiday Launches Over 2026 Delivery Delays
Updated
Updated · CNBC · Oct 31
Set Active Cancels $10 Million-Plus Holiday Launches Over 2026 Delivery Delays
1 articles · Updated · CNBC · Oct 31
Summary
Oct. 19 brought Set Active's halt to Black Friday and Cyber Monday product drops, with CEO Lindsey Carter saying launches will stay paused until inventory physically reaches the Los Angeles warehouse.
Delivery problems throughout 2026 drove the decision, as the athleisure brand struggled to get customer orders out on time and chose to protect trust over peak-season revenue.
More than $10 million in projected sales is now at risk during the year's busiest shopping stretch, a notable sacrifice for a company Carter says is profitable and generated eight-figure net sales in 2025.
The move comes as U.S. women's activewear spending growth slowed to 2% in the year through September 2026 from 7% a year earlier, even as activewear still accounts for 30% of apparel spending.