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.

Next, Beyond Yoga is slated to open its first full-size store in Santa Monica, with more store openings planned for California. Beyond Yoga’s expansion follows its acquisition by Levi Strauss & Co. in September 2021 for $400 million.

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.

Beyond Yoga dives into retail

See also