Beyond Yoga, owned by Levi Strauss & Co., is strengthening its East Coast presence by opening a pop-up store in New York City’s Flatiron district. This initiative highlights the brand’s latest fabric innovation, Glowzone, and runs until early January. In addition to showcasing exclusive local merchandise, the pop-up will host weekend activities such as movement classes. This follows the brand’s initial entry into New York’s market in 2024 with its “Club Beyond” experience.
The latest pop-up offers more product options, including Glowzone, a high-sweat performance line that took two years to develop. Designed for intense activities such as strength training and hot yoga, Glowzone was officially introduced in July. This fabric is lighter than the brand’s popular Spacedye and features compression, moisture-wicking capabilities, four-way stretch, and UPF 50+ protection.
Beyond Yoga’s CEO, Nancy Green, explained that while the activewear market is their mainstay, lifestyle products like puffer jackets are now a significant growth driver. Although leggings were once predominant, the brand has diversified into categories such as knitwear and outerwear in the past two years. Glowzone will expand this range by extending to sports bras, bike shorts, and other garments.
The company opted not to promote Glowzone with traditional advertising. Instead, it engaged fitness influencers and ambassadors for testing and feedback, resulting in positive growth. Green mentioned that both new and loyal customers are gravitating towards Glowzone, appreciating its added technical enhancements.
Green actively seeks customer feedback, visiting stores regularly and engaging directly with shoppers. This customer interaction and the presence of both permanent and temporary stores allow Beyond Yoga to gather insights and meet consumer desires for tactile product experiences.
Since its founding in 2006, Beyond Yoga has increased its focus on physical retail. By 2025, the brand opened its first East Coast store, expanding to locations in California, Arizona, Texas, Washington, Illinois, Connecticut, Massachusetts, and Maryland. While some sales occur through wholesale partners like REI, most transactions are direct-to-consumer. New York City, a significant e-commerce market for Beyond Yoga, presents a promising opportunity for a permanent store, pending the right conditions in real estate.
In addition to the pop-up, Beyond Yoga is preparing for its “Seek Beyond: Open Air” event, scheduled for 17 October. This event, marking its East Coast debut after a successful installation in Los Angeles, includes a community run and walk starting from the pop-up, concluding at Edge NYC with a live concert by Natasha Bedingfield.
During the quarter ending in May, Beyond Yoga reported a 16% increase in net revenue year-over-year. The brand experienced consistent double-digit growth throughout the first half of 2026.
Reporting based on coverage first published by modernretail.co.