Levi’s ‘Beyond Yoga’ D2C Opens 1st Physical Store

Customers of Beyond Yoga will soon be able to try on the athleisure brand’s products in its first brick-and-mortar store.

Soon after the store in Santa Monica, California, opens, customers will also be able to use an omnichannel experience in which they can make appointments on the company’s website so that products can be chosen ahead of time based on their buying history and sizing, according to a Tuesday (Sept. 27) press release.

“Expanding into retail is an exciting moment for the brand, and we cannot wait to meet more of our customers in-person,” Beyond Yoga Co-Founder and CEO Michelle Wahler said in the release.

The physical store is to open Wednesday (Sept. 28), and the omnichannel features are to be added Oct. 3. More Beyond Yoga locations are “on the horizon,” including one that is to open in Irvine, California, later this year, the release stated.

The move comes one year after Beyond Yoga was acquired by Levi Strauss & Co. and shortly after the brand held a pop-up shop in Los Angeles, “where many loyal and new customers asked when Beyond Yoga would open a permanent space,” the release stated.

As PYMNTS reported in August 2021, Levi Strauss & Co. purchased Beyond Yoga to expand into athletic apparel and saw “tremendous growth potential” in the brand.

Read more: Levi Strauss Enters Activewear as Consumers Crave Casualization And Comfort

At the time, the new owner said it intended to expand Beyond Yoga’s direct-to-consumer (D2C) capabilities, including through brick-and-mortar retail.

At the Beyond Yoga store, customers will be able to see all the brand’s category offerings, sit in chairs and couches made with its Spacedye fabric and exchange items that they ordered online, per the release.

“I am incredibly proud of the team that brought this store to life and cannot wait to see how consumers respond,” Wahler said in the release.

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