Beyond Yoga will unveil its first brick-and-mortar location on June 25 with a pop-up experience at The Grove in Los Angeles that will be open from June 25 to July 24, 2022. In addition to selling the popular brand of activewear and athleisure, the pop-up shop will welcome members of its hometown community to participate in events and giveaways with partner brands, many of which represent female-founded, L.A.-based businesses.
“As a Los Angeles-based brand, opening our first pop-up experience at The Grove is a natural first step into retail,” said Michelle Wahler, Co-founder and CEO of Beyond Yoga in a statement. “The space reflects Beyond Yoga’s values and provides us with the opportunity to meet loyal customers while our knowledgeable style experts also introduce new fans to our buttery soft favorites. We have significantly expanded over the past 16 years — from activewear to maternity, sleepwear, dresses and menswear — and we are looking forward to continuing to scale the brand and open new stores at the end of this year into 2023.”
The Beyond Yoga pop-up’s calendar includes:
- Bia Blooms will create custom bouquets inspired by the Beyond Yoga color palette. Complimentary BY x Pressed Juice will also be served (June 25 to 26, 12 p.m. to 3 p.m.);
- Balacize will host a workout class with Bala. Guests will be given complimentary set of Bala bangles (June 28, 7 p.m.);
- Fashion Mamas founder Natalie Alcala will host a Moms Meet-up during which moms will be invited to participate in a portrait session with beauty touch-ups by Rare Beauty (July 15, 10:30 a.m. to 12:30 p.m.); and
- Guests are invited to celebrate National Ice Cream Day with a custom Beyond Yoga ice cream flavor from Sweet Rose Creamery (July 17, 12 p.m. to 3 p.m.).
Beyond Yoga’s entrance into brick-and-mortar retail follows parent company Levi Strauss & Co.’s June 1 Investor Day, during which President and CEO Chip Bergh noted plans to grow revenues to $10 billion over the next five years. By 2027, the company aims to reach a combined revenue of $1 billion for Beyond Yoga and Dockers.
As part of this plan, Bergh revealed Levi’s intention to open 400 new stores, many of which will rely on a smaller format, while aggressively growing DTC by tripling ecommerce business, making the digitally native Beyond Yoga a key component of this digital growth while also expanding its physical presence.