Mirror founder and CEO Brynn Putnam Photo by Steve Jennings/Getty Images for TechCrunch

Mirror — a New York-based startup known for its $1,495 full-length mirrors that also act as interactive home gyms — is raising up to $36 million in new funding according to Delaware stock filings, as spotted by TechCrunch. The new round is expected to value Mirror — which has already raised $38 million in funding — at just under $300 million. This is up from a $200 million valuation even prior to launching its first product.

In addition to its full-length interactive mirrors, Mirror also gets revenue from a $39 monthly subscription that gets its customers streams of new workouts each week from a production studio in New York. These workouts are accessible via a companion mobile app. During workout, users can select music from their own library to play or choose one from Mirror’s own curated library.

Mirror’s full-length interactive mirror image: Mirror

Classes offered on Mirror include boxing, stretch, cardio, yoga, barre, Pilates and more. Mirror is in a growing interactive home gym market that counts other companies like $4 billion valued Peloton and Tonal ($90 million total funding) as key players.

Investors in Mirror include Spark Capital, First Round Capital, BoxGroup, Brainchild Holdings, Lerer Hippeau and Primary Venture Partners.

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