Beyond Yoga to Open 4th Store May 11

Beyond Yoga has opened its third brick-and-mortar location and will open a fourth on May 11.

The athleisure brand’s new store at Westfield Century City in Los Angeles features its women’s, maternity, extended sizing and men’s collections, Beyond Yoga said in a Saturday (April 22) post on LinkedIn.

This joins two other Southern California locations: one at the Irvine Spectrum Center that opened five months ago and the brand’s first brick-and-mortar location that launched in Santa Monica six months ago.

A fourth store will open in Larchmont Village on May 11.

Beyond Yoga will be gradually expanding its physical presence in Los Angeles before expanding to Northern California, Yahoo Finance reported Friday (April 21).

Beyond Yoga did not immediately reply to PYMNTS’ request for comment.

“We are new to brick-and-mortar, and every day we are learning something different,” Co-founder and CEO Michelle Wahler told Yahoo Finance.

Wahler and Jodi Guber Brufsky founded Beyond Yoga in 2005 with the idea of creating comfortable, well-fitting athleisure wear in all sizes, according to the report.

Levi Strauss & Co. acquired the company in 2021, seeing an opportunity for it to expand into new product categories, new geographies and retail locations, the report said.

At the time of the acquisition, Levi Strauss President and CEO Chip Bergh said: “The foundation the Beyond Yoga team has built, combined with LS&Co.’s resources, global reach and scale, make me confident that Beyond Yoga will become a powerful growth engine for LS&Co.”

Six months into its launch of brick-and-mortar stores — after 18 years of selling only via eCommerce and wholesale — Beyond Yoga has found that the stores are enabling the brand to attract new customers and strengthen ties with all customers by hosting yoga classes and other events, per the Yahoo Finance report.

“Over 50% of the people shopping at our brick-and-mortar stores are new to the brand,” Wahler said in the report.

When launching its first physical store in September, Beyond Yoga said customers would be able to see all the brand’s category offerings, sit in chairs and couches made with its Spacedye fabric and exchange items that they ordered online.

The brand also enables an omnichannel experience in which customers can make appointments on the Beyond Yoga website so that products can be chosen ahead of time based on their history and sizing.

For all PYMNTS retail coverage, subscribe to the daily Retail Newsletter.