Beyond Yoga, With Retail Expansion in Mind, Opens First Store in Washington State

Beyond Yoga is stretching beyond its California roots and opening its first store in Washington state.

The 1,481-square-foot venue is located east of Seattle in the Bellevue Collection Mall in Bellevue, Wash. This is the company’s seventh retail outpost after launching its first store two years ago on the Third Street Promenade in Santa Monica, Calif. Outside of California, the activewear line has one store in Chicago.

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“Our journey to becoming the most-loved brand in health and wellness is fueled by our commitment to body positivity and inclusivity,” said Beyond Yoga’s recently appointed new chief executive officer, Nancy Green. “This path is unfolding market by market, where we connect with our fans through outstanding physical and digital customer experiences and bring together an authentic, purposeful community.”

When Levi Strauss & Co. purchased the brand three years ago for $400 million in cash, 77 percent of sales were through the web — the company’s own site and through wholesale partners — and it had no stores. That is rapidly changing for the company that makes a wide assortment of athleisure sizes ranging from XXS to 4X.

Beyond Yoga colorful yoga clothes
A display of women’s merchandise.

The Bellevue location stocks women’s, men’s, maternity and toddler styles. Interior features include brand-centric Spacedye rainbow rack displays, four fitting rooms and mobile digital points of sale.

Beyond Yoga was cofounded in 2005 by Michelle Wahler and Jodi Guber Brufsky, who left the company after Levi’s acquisition. Wahler stayed on as the CEO. Early this year, Wahler was replaced by Green, the former president and CEO of Gap Inc.’s Athleta label. Also leaving Beyond Yoga earlier this year was Jesse Adams, chief operations officer and chief financial officer, who had been with the company for more than a decade.

In California, Beyond Yoga has five stores in Santa Monica, Culver City, Los Angeles, Irvine and Walnut Creek. A Chicago store opened last November in the Fulton Market District.

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