The athleisure trend continues to thrive as Los Angeles-based activewear brand Alo Yoga expands into the UK this week, marking a significant step in its global retail strategy. The brand, founded in 2007 by childhood friends Danny Harris and Marco DeGeorge, is set to open its first European store on King’s Road in London, with plans for a total of 100 stores across Europe, Asia, and the US. This expansion also includes establishing a European office to bolster operations in the region, according to Harris.
Alo Yoga has experienced remarkable growth, with direct-to-consumer (DTC) sales constituting 98% of its business. The brand, which achieved $1 billion in sales in 2022, emphasizes community-building and customer experience through its retail outlets, positioning them as hubs to showcase its ethos and product
“We’re thrilled to introduce Alo to the UK and cultivate a community here,” said Harris. “Our retail expansion prioritizes convenience and community engagement, reflecting our commitment to our customers and our values.”
London was chosen as Alo’s first European location due to its vibrant fitness scene, providing an ideal launchpad for the brand’s expansion into the continent. Despite a competitive market dominated by giants like Nike and Adidas, Alo Yoga capitalized on the pandemic-induced shift towards online shopping, enabling it to level the playing field with larger retailers.
The inaugural King’s Road store, opening on November 17, will feature Alo Yoga’s diverse collections, spanning performance gear to athleisure wear. It will be followed by two additional London stores by the end of 2024, including a flagship on Regent Street set to open in summer 2024. This flagship will include an Alo Wellness Centre, integrating amenities such as a gym, yoga studio, and cutting-edge recovery technologies like infrared saunas and cryotherapy.
“Our focus is on holistic wellness rather than just sport,” Harris explained. “Alo aims to empower individuals to become their best selves, whether on the mat or in everyday life.”
In tandem with its retail expansion, Alo Yoga has diversified its product offerings, introducing new categories such as ingestibles, footwear, skincare, and the high-fashion line Alo Atelier. This expansion reflects the brand’s motto of “studio to street,” catering to various aspects of customers’ lives beyond just athletic pursuits.
“As lifestyles evolve, so too do wardrobes,” noted Abby Gordon, VP of design at Alo Yoga. “Alo Atelier embodies versatility, offering pieces that transcend different occasions and settings.”
While some critics have questioned Alo Yoga’s premium pricing, particularly in its Atelier line, Harris defends the brand’s foray into luxury fashion. “Why shouldn’t a performance brand explore luxury fashion?” he argued. “Our ‘studio to street’ message extends seamlessly into high-end fashion, appealing to diverse consumer tastes.”
Moreover, Alo Yoga has differentiated itself through innovative marketing strategies, particularly in the digital realm. Embracing platforms like Roblox and The Sandbox, the brand has engaged Gen Z audiences through virtual yoga experiences, where participants can earn rewards to use towards Alo products. This digital engagement has proven highly effective, with Alo garments being worn more frequently in the metaverse than physically.
In lieu of traditional athlete sponsorships, Alo Yoga has invested heavily in celebrity endorsements, featuring influencers like Kylie Jenner and models such as Bella Hadid and Hailey Bieber. The brand’s LA headquarters, also a wellness center, regularly hosts celebrities for training and recovery therapies, underscoring its intersection of performance, wellness, and celebrity culture.
“Alo embodies a lifestyle that merges performance, wellness, and fashion,” Harris concluded. “Our commitment to community, innovation, and quality continues to drive our global growth and resonate with customers worldwide.”
