Beyond Yoga moves into physical retail

Beyond Yoga is ready for its next chapter.

The athleisure and activewear brand opened its first permanent location, in Santa Monica, Calif., on September 28. A second store, at the Irvine Spectrum Center in Irvine, Calif., is due to open later this year, with more on the horizon.

Beyond Yoga’s entry into brick-and-mortar comes about one year after the company was acquired by Levi Strauss & Co. for some $400 million.

Based in Los Angeles, Beyond Yoga was founded in 2005 to promote body positivity, with inclusive sizing that runs from XXS to 4X. It is known for its soft, stretchy and comfortable offerings. The 4,000-sq.-ft. Santa Monica store showcases the brand’s full collection, including active, lifestyle, maternity, sleepwear and extended sizing, along with its men’s line.

The neutral-toned Santa Monica store is described as “purposefully soft.”  There are dedicated spaces to rest, with chairs and couches designed in Beyond Yoga’s signature Spacedye fabric. The space was designed with curved walls, archways and furniture reflecting the softness and strength of the brand’s fabrics.

Customers will be able to receive a personalized shopping experience in-store. Beginning on October 3, shoppers can make individual appointments on beyondyoga.com, with products chosen ahead of time based on the customer’s buying history and preferred sizing. Customers will also be able to exchange online orders in-store.

As a female-founded and female-led business, with nearly 89% of its employees identifying as female, the company is committed to raising female voices and brands. The Santa Monica store features six female companies, including products from Sticky Be Socks, Dagne Dover, brk, and Sundays.

“Expanding into retail is an exciting moment for the brand and we cannot wait to meet more of our customers in-person,” said Michelle Wahler, co-founder and CEO of Beyond Yoga. “Santa Monica is an ideal location for us. Not only is it an iconic area of Los Angeles, but it also has a mix of locals and tourists and is home to many of our most loyal customers.”