Dive Brief:
- Beyond Yoga opened a 2,300-square-foot pop-up store in New York City, according to a Thursday press release. The city is the brand’s largest e-commerce market and has a “highly engaged” customer community, per the company.
- The location, which will remain open through early January 2027 in Manhattan's Flatiron District, sits in a space formerly occupied by retailer Paul Smith. It’s Beyond Yoga’s only retail store in the city, and will offer exclusive local-to-New York merchandise as well as weekend movement classes hosted by local fitness instructors and studios.
- Beyond Yoga opened its first New York City retail pop-up in 2024, about two blocks away from its current space. The previous weeklong experiment was called Club Beyond and featured drop-in fitness and wellness classes, as well as a bun and braid bar.
Dive Insight:
Beyond Yoga said that its new pop-up is designed to build on the experience of the previous one, offering access to the brand’s products amid an experiential retail environment.
“New York has long been one of our largest e-commerce markets and home to one of our most engaged communities, so establishing a physical presence here was an important next step for Beyond Yoga,” CEO Nancy Green said in a statement. “We're excited to build on the relationship we’ve established with this community online and create a more personal, localized expression of Beyond Yoga in one of our most important markets.”
The timing offers an opportunity to take advantage of the fall and holiday shopping seasons, and is designed to evolve with a rotating lineup of products, exclusive merchandise and experiences.
The company will also host its first East Coast edition of “Seek Beyond: Open Air” on Oct. 17th. The event will feature a community run and a live performance by musician Natasha Bedingfield.
Beyond Yoga’s New York City retail popup comes amid a shift in the athleisure category, as many activewear brands push beyond their fitness roots into casualwear, premium pricing and new categories, such as leather goods and denim.
Meanwhile, Beyond Yoga, which Levi’s acquired in 2021, has also stretched past its roots in recent years. In 2025, the company launched a digital lifestyle platform in partnership with actor Issa Rae, and for the past two quarters, the brand has posted double-digit growth.
The company said it planned to open new retail locations in Denver and San Clemente, California, later this year. The company currently has 18 stores, including the New York popup and recently opened locations in Manhattan Beach, California, and Scottsdale, Arizona.
