Levi’s Opens First Physical Store for Athleisure Brand

Beyond Yoga, the athleisure label acquired by Levi Strauss & Co. (San Francisco) in August 2021, has opened its first physical store in Santa Monica, Calif., Chain Store Age reports.

The 4000-square-foot store in Santa Monica features curved walls, archways and dedicated rest spaces, with chairs and couches upholstered in Beyond Yoga’s signature Spacedye fabric, the article says.

Beginning Oct. 3, customers will be able to schedule in-store appointments on the brand’s website so that products can be chosen in advance based on their buying history and sizing.

Beyond Yoga is planning to open a second location later this year at the Irvine Spectrum Center in Irvine, Calif., the article adds.

The brand is making its brick-and-mortar debut after operating a pop-up store at The Grove in Los Angeles from June 25 until July 24.

At the time of the acquisition, Levi Strauss said it expected Beyond Yoga to add more than $100 million to its net revenue the next fiscal year.

“We’ve been looking at acquisitions for quite some time, and the activewear space has obviously been very, very attractive,” Levi Strauss CEO Chip Bergh told CNBC. “We see enormous growth potential here. It puts us as a company smack into the high-growth, high-margin activewear segment.”

Beyond Yoga Co-Founder Michelle Wahler continues to serve as the brand’s CEO.

Read more at Chain Store Age.