At the beginning of August 2021, Levi's had acquired the Los Angeles-based active and lifestyle brand Beyond Yoga.
The brand, which is produced according to environmentally friendly criteria as it is manufactured in LA, decored by using waterless printing techniques and produced by saving water and energy, has opened a few days few its first store in Santa Monica, while another location is expected to open later this year.
The activewear label has moved into a former branch of its parent company. The approximately 370 sq. meter space will now showcase for the first time the entire range of the brand, which was founded in 2005 and offers activewear, lifestyle, maternity, nightwear, bras, large sizes, men's and toddler leggings.
In addition to leggings, dresses, jumpsuits, bras, nightwear for women also tank tops, T-shirts, sweatpants, shorts and sweaters for men are available for purchase. Products such as bags, leg wear and bottles from regional manufacturers like Sticky Be Socks, Dagne Dover, BKR and Sundays round out Beyond Yoga's selection. Additionally, there are partnerships with a local coffee roaster and a florist.
Beyond Yoga, Santa Monica, USA
Starting in October, the company plans to offer customers a personalised in-store shopping experience. To that end, individual appointments can be booked online, and for regular customers, specific products will be selected in advance based on each client's purchase history and preferred size. Online orders can also be exchanged or returned on site.
The store is decorated in neutral colors, allowing the label's collections to take center stage. In addition to the products, there are areas to rest and re-energize, these are furnished with chairs and sofas covered in the signature Spacedye fabric. Curved walls, arches and furniture give the space a softness that alludes to the materials used by the label. Highlights include fabric panels, some of which adorn ceilings and walls and are meant to provide even more softness.
The opening of the first flagship store follows a pop-up test balloon that ran for some time in June at The Grove, a mall in Los Angeles. Following the successful test, the company is now starting expanding through own stores. Another shop is scheduled to open at the Irvine Spectrum Center later this year.
"Expanding into retail is an exciting moment for the brand, and we can't wait to meet more of our customers in person," said Michelle Wahler, co-founder and CEO, Beyond Yoga. "Santa Monica is an ideal location for us. Not only is it an iconic area of Los Angeles, but it's also a mix of locals and tourists and home to many of our most loyal customers," the manager added.
In early August 2021, Levi Strauss & Co. had purchased the athleisure brand for US$400 million, according to media reports. At the time, Chip Bergh, president and chief executive officer of LS&Co said the acquisition was intended to "expand our growing women's business and provide global resources and infrastructure to significantly grow Beyond Yoga." Growth with its own retail is part of the Levi Strauss & Co. strategy, whose net revenues were US$5.8 billion in 2021.
ADDRESS
Beyond Yoga
Third Street Promenade
Santa Monica
(California)
USA
This article was published by textilwirtschaft.de on Thursday, September 29, 2022
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