Inside the new Beyond Yoga store as brand plots more expansion
A female-founded and female-run athleisure and activewear brand is expanding in its home state.
Founded in 2005 as a wholesale focused brand, Beyond Yoga has followed up its first two permanent stores, which opened late last year in Santa Monica and Irvine, Calif., with a location at Westfield Century City in Los Angeles.
An additional Los Angeles location, at Larchmont Village, will open on May 12.
Beyond Yoga’s expansion into brick-and-mortar comes about 18 months after the company was acquired by Levi Strauss & Co. for some $400 million. The company plans to double down on physical location to help reach its goal of becoming a $1 billion brand.
The new 1,096-sq.-ft. Beyond Yoga features women’s, maternity, extended sizing and men’s clothing. In designing the store, the in-house retail team focused on upcycling materials, while bringing the Beyond Yoga aesthetic of softness and strength into the neutral-toned space.
All stores are equipped with water filtration systems to encourage the use of reusable water bottles and decrease single use plastic.
Since opening its first stores in the fall of 2022, Beyond Yoga has hosted move than 20 in-store events, from movement and breathwork classes to shopping focused events. The company said that physical retail allows customers to better understand its brand identity and, through events, to further build relationships with customers and the local community.
Involving wholesale partners in event activations has been a key priority as well. The two stores have hosted several teachers from barre3, Pure Barre, Club Pilates, and Core Power Yoga.
“Expanding our DTC presence with physical stores has allowed the brand to build community and support our partners through events by offering their incredible classes in-store,” said Michelle Wahler, co-founder and CEO of Beyond Yoga, which is female-founded, female-run and over 89% female-led. “We’re eager to continue to focus on event programming in our two new stores, and excited to open even more stores through the end of the year.”
Headquartered in Los Angeles, California, 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. The company was founded in 2005 to promote body positivity, honoring and celebrating every body from XXS-4X. Beyond Yoga is female-founded, female-run and over 89% female-led.