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 Skokie store, which opened on August 15, 2025, spans 2,343 square feet and offers a comprehensive range of products, including women's, maternity, men's, loungewear, travel styles, and a newly launched outdoor collection. This opening follows the brand's largest store debut in Greenwich, Connecticut, earlier in June. Beyond Yoga plans further expansion with upcoming store openings in Boston's Seaport neighborhood and Marin, California, later this year.
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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, particularly under the ownership of Levi Strauss & Co. The new store in Skokie not only strengthens the brand's presence in the Chicago area but also reflects a strategic move to capture a larger share of the retail market. This expansion could potentially increase competition among athletic and lifestyle brands, as Beyond Yoga continues to diversify its product offerings and reach new customer bases. The brand's focus on inclusivity, with products catering to various demographics, may also enhance its appeal and market position.
What's Next?
Beyond Yoga's continued expansion suggests a strategic plan to establish a stronger national presence. The upcoming store openings in Boston and Marin indicate the brand's commitment to reaching diverse markets across the United States. As the brand grows, it may face challenges such as maintaining its unique brand identity and managing operational logistics across multiple locations. Additionally, the brand's expansion could prompt responses from competitors, potentially leading to increased marketing efforts and product innovations within the industry.
