Beyond Yoga became part of Levi Strauss & Co. in late 2021, and the brand’s focus for 2022 centered around integration and expansion. The brand saw strong success last year, contributing $100 million in revenue to the broader growth of LS&Co. As a DTC-first brand, Beyond Yoga has deep roots in engaging consumers online through its own digital channels, and with their eyes set on becoming a $1 billion brand, Beyond Yoga is doubling down on physical retail to reach its goals.
Last year Beyond Yoga opened its first brick-and-mortar store, with a second quickly following. Located in Santa Monica and Irvine, these stores are not only prime destinations for loyal shoppers but also great opportunities for the brand to engage with entirely new consumers. In fact, approximately 50% of Beyond Yoga’s sales from these two stores are from new customers, proving the power of having a physical presence in retail.
Beyond Yoga is eager to continue the momentum in the new year, particularly through the expansion of its physical strategy with both owned stores and through key partnerships.
Today, Beyond Yoga announced the formation of a new exclusive retail partnership with its longtime partner and national fitness pioneer, barre3. Through the partnership, Beyond Yoga will be producing all barre3 co-branded apparel and over the next three years will drop 200 co-branded styles, bringing approximately 15 new styles to market every season. The collection will offer exclusive colorways and prints at select barre3 locations nationwide and online, and in 2024, Beyond Yoga will be barre3’s exclusive active apparel partner. Barre3 has carried Beyond Yoga since 2015, and this is the next evolution in a larger partnership for both brands.
“We are thrilled to celebrate Beyond Yoga’s continued momentum and become barre3’s exclusive active apparel partner, continuing our work together that has spanned almost a decade,” said Michelle Wahler, CEO and co-founder of Beyond Yoga. “We have a strong understanding of the barre3 customer, and we look forward to playing a larger role in the retail experience at barre3 studios and online. Beyond Yoga collections offer something for every activity, whether it’s taking a class at a barre3 studio, pressing play on a barre3 online workout, running errands or fitting in a quick stretch at home.”
From tanks to long-sleeve layering pieces to the brand’s signature buttery-soft leggings, barre3 will leverage Beyond Yoga’s superior quality fabrics and performance-wear pieces that celebrate every size, shape and lifestyle to deliver elevated athleisure to its client base.