Beyond Yoga Plans Store Expansion, Building on 20 Locations and New York Pop-Up

Beyond Yoga intends to open "many" stores and will likely establish a permanent location — possibly more than one — in New York, CEO Nancy Green said, after the brand's Flatiron District pop-up, which debuted in September and runs through January, drew positive customer feedback. The retailer currently operates 20 stores, most featuring yellow as a signature design element inside or out. "Yellow is a joyful color," Green said, describing color as central to the brand's identity. Beyond Yoga selects locations through a data-driven strategy targeting its highest-density e-commerce markets, a model that has produced e-commerce lifts in markets where stores open. The Los Angeles-based brand, which began in Santa Monica, expanded to the East Coast about a year ago. Wholesale partnerships with studios and larger accounts supplement the store footprint and serve as a discovery channel. "This brand can have many stores. It's a premium brand, needs to be in the top markets where the customer is shopping," Green said.