For the first time, Beyond Yoga has its own name-brand store — the first in a retail chain in the making.
“This is the first time we have really had the opportunity to showcase all of our products and the different product extensions,” Wahler said. “We have our main line [at the store], but we also have our maternity line, and we will have our men’s offering and sleepwear.”
The idea was to have a limited selection available of Beyond Yoga’s bestselling styles in a wide array of sizes, ranging from XXS to 4X. Fit specialists were on hand to find the right size and styles for people who could order clothing if they couldn’t find it in the tiny outpost. Beyond Yoga was founded in 2005 with the idea of providing stretchy, comfortable athleisure items that emphasized fit and comfort for people of all shapes and sizes. It was started to promote body positivity.
For the pop-up store, Beyond Yoga launched a new color, which was a crisp heather lavender. At the Santa Monica store, the company will introduce its latest hues called aubergine beet, clove and red currant heather, which will be available at the store and online.
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