Beyond Yoga dives into retail
Apparel maker Beyond Yoga is diving into retail with the opening of a pop-up store in the shopping center The Grove in L.A., with its first full-size store to follow later this year.
On Saturday, the 200-square-foot pop-up will open until July 24, and offer a limited selection of Beyond Yoga’s bestselling styles in sizes, ranging from XXS to 4X. For the pop-up, Beyond Yoga will also introduce a new color — crisp heather lavender — exclusively available at The Grove.
NextLevi Strauss & Co
At that time, the company said that the acquisition would bring the Beyond Yoga brand to more consumers through direct-to-consumer expansion, including brick-and-mortar retail. Levi Strauss said Beyond Yoga would operate as a standalone division, and potentially contribute over $100 million to the company’s net revenue in fiscal 2022.
Beyond Yoga was founded in 2005 to promote body positivity, with sizes from XXS to 4X. Since its founding, the brand has been available online, as well as sold through multibrand retail stores.