What's Happening?
Beyond Yoga, a Los Angeles-based athletic lifestyle brand, has expanded its retail footprint by opening a new store at the Westfield Old Orchard shopping center in Skokie, Illinois. This marks the brand's 10th retail location, following its acquisition by Levi Strauss & Co. in 2021. The new store, which opened on August 15, spans 2,343 square feet and offers a comprehensive range of products including women's, maternity, men's, loungewear, travel styles, and a recently launched outdoor collection. The Skokie store is the second Beyond Yoga location in the Chicago area, complementing its existing store in the Fulton Market district.
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Why It's Important?
The expansion of Beyond Yoga's retail presence signifies the brand's growing influence in the athletic lifestyle market. By increasing its store count, Beyond Yoga is enhancing its accessibility to consumers, potentially boosting sales and brand recognition. The strategic location choices, such as the new store in Skokie and upcoming openings in Boston and Marin, California, suggest a targeted approach to capturing key markets. This growth could impact the competitive landscape, challenging other athletic brands and influencing consumer preferences in the activewear sector.
What's Next?
Beyond Yoga plans to continue its expansion with new store openings in Boston's Seaport neighborhood and Marin, California, later this year. These developments indicate the brand's commitment to broadening its market reach and establishing a stronger retail presence. As the company grows, it may explore additional markets and product lines, potentially leading to further acquisitions or partnerships. Stakeholders, including Levi Strauss & Co., will likely monitor the brand's performance closely to assess the impact of these expansions on overall business strategy.
