Beyond Yoga continues retail expansion with 2 Los Angeles stores

Dive Brief:

Beyond Yoga, which was acquired by Levi Strauss & Co. in 2021, is doubling down on physical retail with two new Los Angeles area stores.
Beyond Yoga at Westfield Century City opened its doors on Friday, while a second store is set to open May 12 in the Larchmont Village area, according to a press release emailed to Retail Dive. The first two stand-alone stores opened in the fall of 2022 in Santa Monica and Irvine as part of Levi’s commitment to growing the Los Angeles-based yoga-inspired lifestyle brand.
In its first full fiscal year under the Levi’s corporate umbrella, Beyond Yoga reported net revenue of $100 million, according to the Levi’s 2022 earnings report. Beyond Yoga anticipates becoming a $1 billion brand.

Dive Insight:

Founded in 2005 by Michelle Wahler and Jodi Guber Brufsky, Beyond Yoga has over 1,600 retail partners in addition to the new branded stores. Retail accounts include Shopbop, Revolve, Nordstrom, Bloomingdale’s, REI, and Scheels. Studio partners include Barre3, CorePower Yoga, Pure Barre, Equinox and the Four Seasons hotel.

“Beyond Yoga began as a wholesale brand so we have long-standing and meaningful relationships with our partners,” Wahler said in a statement. “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. 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.”

New customers to Beyond Yoga’s retail stores make up 50% of in-store shoppers, which Wahler said bodes well for them reaching their revenue goals.

Both Irvine and the new Century City store are approximately 1,100 square feet and carry most of Beyond Yoga’s offerings, including active, lifestyle, maternity, extended sizing, men’s and toddler leggings. The Larchmont store is 1,500 square feet while the brand’s signature location on Santa Monica’s Third Street Promenade is 4,000 square feet and carries the full range of product, including sleepwear.

“Our brick-and-mortar locations focus on offering an elevated personal shopping experience by showcasing our product in a warm, beautiful and inviting environment,” Kori Whitaker, head of retail at Beyond Yoga, said. “We want our customers to spend time in our stores as we are offering more than just product but an experience.”

Since it was founded, Beyond Yoga has worked to create an inclusive community centered on body positivity and the celebration of diversity, with sizes ranging from XXS to 4X. The company is female-founded, female-run and over 89% female-led.