Alo Yoga is expanding its retail efforts, leaning into music, entertainment, and wellness education.
From clothing to digital workouts and skincare, Alo is a multifaceted brand earning upwards of $200M in annual revenue.
According to co-CEO Danny Harris, 90% of that revenue is digital, either through ecommerce or its fitness platform. But, Harris adds, retail locations play a key role:
“To be able to have a physical presence, where people are able to embody what we believe… is really a great thing for the brand. And a great thing for the community.”
Reimagining retail. Beyond merchandise, some Alo stores house yoga studios. And its NYC Flatiron location includes a plant-based, rooftop restaurant. Plus, the company hosts Alo House pop-up experiences.
Eyeing an international presence, Harris told WWD the brand is considering stores in Canada, London, Paris, Israel, and Dubai.
In the meantime, Alo is expanding its LA headquarters to include a recording studio and podcast rooms, adding to the existing gym, yoga studio, and movie theater. As Harris described it:
“This is going to be the epicenter of health and wellness and education of the world.”
The new storefront. Across the industry, activewear brands are all-in on experiential shopping.
- Prioritizing community over sales, UK-based Gymshark is set to open its first brick-and-mortar location.
- On Running’s flagship store features a “magic wall” that analyzes customers’ running styles in real time.
- Part of its connected fitness strategy, lululemon is expanding MIRROR shop-in-shop displays.
Speaking of connected fitness, brands like Tonal, CLMBR, and Hydrow are leveraging retail partnerships to reach potential customers in person.
Punchline: While direct-to-consumer sales are valuable, brick-and-mortar experiences are helping brands build community beyond a digital transaction.