FitBit

After tepid sales of its first smartwatch, Fitbit has a new

model for the Spring with a lower price and a more

appealing look.

The new $200 Fitbit Versa looks a lot more like an

Apple Watch, with a brighter, curvier design than the

chunky, science fiction inspired $300 Ionic model

released last year. The smaller Versa arrives in April

and should fit women’s wrists better. Available for

preorder starting on Tuesday, it also comes in a

broader range of color combinations, including a

more feminine rose gold model with a light peach

strap. The massive Ionic model only looked good

on people with big wrists and came in mostly

masculine color schemes. Some reviewers called it

flat out ugly.

“Looking forward, we’re going to continue to evolve,”

CEO James Park said on Monday at a presentation

for reporters. “We do strongly feel that there’s

significant opportunity for us to gain more share through

the launch of more mass appeal devices in the category…

most importantly all at the right price point.”

The move to revamp its smartwatch push comes after

a difficult holiday shopping season for Fitbit’s entire line

of watches and trackers. Ionic was supposed to offset

falling sales of simpler fitness trackers, but it was too

niche. Fitbit sold only 5.4 million total devices in the

fourth quarter, down from 6.5 million a year earlier and

8.2 million sold back in 2015. Ionic failed to meet

“aggressive goals” that the company had set, CEO Park

has admitted. Total sales in the 2017 quarter declined

1% to $571 million and fell short of the $588 million that

analysts had expected.

Fitbit’s stock hit an all-time low of $4.67 after the fourth

quarter report, though it has since bounced back a bit

to close at $5.31 on Monday. Still, that represents a loss

of almost three-quarters since Fitbit (FIT, -1.48%) went

public in 2015.