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First Look: Beyond Yoga opens first store beyond California

A female-founded and female-run athleisure and activewear brand is expanding into new markets.

Beyond Yoga has opened its first store outside of its home state of California. Located in the Fulton Market district of Chicago, the 1,700-sq.-ft. store stocks women's, men’s, maternity, extended sizing and toddler legging items.

The brand's in-house team retail team created a store design that reflects Beyond Yoga’s emphasis on softness. The space features curved walls and furniture, accented by inviting, textured fabrics and a palette of light colors. Customers will have the option to schedule appointments in advance via the brand's website, allowing store employees to personalize the selection of products based on the customer’s preferences ahead of time.

Similar to its other brick-and-mortar stores, community engagement remains at the heart of Beyond Yoga's Chicago outpost. The brand plans to collaborate with local partners such as
Chicago Girls Who Walk, host movement classes, and create events dedicated to promoting wellness.

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Founded in 2005 as a wholesale focused brand, Beyond Yoga opened its first store in 2022, in Santa Monica, Calif., and now has a total of six stores. The arrival of this new location in Chicago underscores the brand's determination to extend beyond its Californian origins and Beyond Yoga, which was acquired by denim giant Levi Strauss & Co. in 2021, said it strategically chose the new location due to its large customer base in the area and the opportunity to introduce the brand to new local customers in the market.

“Beyond Yoga has customers all around the world and Chicago is one of our top performing cities,” said Michelle Wahler, co-founder and CEO of Beyond Yoga. “We are thrilled to expand outside of Southern California and meet our consumers in their local market.”

Based in Los Angeles, Beyond Yoga is positioned as a body positive, premium active and lifestyle apparel brand focused on quality, fit and comfort for all shapes and sizes (XXS to 4X). The company is female-founded, female-run and over 85% female-led.

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