Beyond Yoga Says Its Future Store Count Is Basically Unlimited. The Color Palette, Less So.

Beyond Yoga currently runs 20 stores, but CEO Nancy Green isn't shy about where the brand is headed next. Its newest location, a pop-up in Manhattan's Flatiron District that opened in September and runs through January, is bigger than the brand's 2024 spot nearby and doubles as a studio space for classes and events. Asked whether a permanent New York location is coming, Green didn't hedge: "Oh we will," she said, adding that the city likely needs more than one.

Green's growth math is decidedly unsentimental: new locations get picked largely by e-commerce density, meaning Beyond Yoga opens stores where it already knows the demand exists online, rather than guessing. The brand started in Santa Monica, spread up and down the West Coast, and only pushed onto the East Coast about a year ago. "This brand can have many stores," Green said. "It's a premium brand, needs to be in the top markets where the customer is shopping."

The one constant across those stores is color. Most lean yellow, which Green ties directly to the brand's positioning. "Yellow is a joyful color," she said, framing the stores as community hubs rather than pure retail boxes: "We're not about that. We're about actually enjoying the experience." For a category as saturated with black-and-neutral activewear shops as this one, betting the storefront on a color that cheerful is its own kind of differentiation.

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Source: Retail Dive

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →