Dive Brief:
- Beyond Yoga on Friday opened a pop-up retail location in New York City dubbed Club Beyond. Located across from Union Square at 31 East 17th Street and running through Wednesday, Club Beyond marks the first retail store presence for Beyond Yoga in New York City.
- The pop-up will offer drop-in fitness and wellness classes, as well as expert-led workshops. Special guests set to appear include celebrity trainer Ngo Okafor, author Case Kenny and mother-daughter fitness duo Denise and Katie Austin.
- In addition to offering up to three curated classes per day, Club Beyond will have the largest selection of Beyond Yoga apparel and accessories in one New York location. It will feature a bun and braid bar, as well as such brand partners as City Girls Who Walk, The Goods Mart, Lunge Run Club, Neeti Narula and Soto Method.
Dive Insight:
The rationale for Beyond Yoga to launch the Club Beyond experiential pop-up in New York City is to engage with customers in a city that already is one of the brand’s largest markets, per the release.
"The pop-up is a chance to merge our brand with the energy of New York City," Nancy Green, Beyond Yoga CEO, said in a statement. “Club Beyond is more than just a shop, it's a launchpad for inspiration and a space where we can connect with our loyal community, bringing to life an embodiment of our three brand pillars: mind, body, and connection.”
While the New York pop-up will last less than a week, Beyond Yoga continues to seek out ways to expand its brick-and-mortar footprint. “The brand is exploring cities around the country for future permanent stores, focusing on areas where there is a large customer base,” a company spokesperson said in an email.
The active apparel brand opened its first store in Santa Monica, California, in 2022 and has since expanded to the Midwest. Acquired by Levi Strauss & Co. in 2021, Beyond Yoga currently operates seven brick-and-mortar stores across California, as well as Chicago and just outside of Seattle. The brand is sold through 1,200 wholesale locations in the U.S. and overseas.
The brand has also been a bright spot for Levi’s in recent months: While overall company net revenue in the third quarter was flat, Beyond Yoga was up 19% year over year.
