Alo Yoga is expanding in new directions.
The Los Angeles-based yoga lifestyle brand – which sells sportswear, outerwear, apparel, accessories and beauty products for men and women under the ‘air, land and ocean’ philosophy – continues to expand its retail presence, plans more Alo House pop-ups, and is now poised to enter the music business.
“It really brings this street [wear fashion] to fitness, this street to the studio and vice versa ”, Danny Harris, co-founder and co-CEO of Alo Yoga, told WWD in an exclusive interview. “And being able to have a physical presence, where people can embody what we believe in, in these big cities, is really a good thing for the brand. And a good thing for the community.
The most recent physical additionition is a 4,500 square foot shop in Miami’s trendy Design District, located at 101 NE 40th Street. The store opened earlier this month with a three-day party that incincluded a guest list of influencers, fitness professionals and yogis, such as models Cydney Moreau, Georgina Mazzeo and Steph Rayner, Miami fashion blogger Zahara Khan, fashion entrepreneur Ninoska Vasquez, the fitness influencer Cindy Prado and professional yoga instructor Skylar Hauswirth, among others.
The space features cement floors, wood paneling, Alo’s signature grid wall design, black-and-white yoga photos, a beauty and wellness bar, and shelving on shelving shelves. sports bras, leggings and sherpa jackets.
“He has our fingerprint,” said Harris. “And we have a huge community in Miami. We know where all of our customers are through all of our online sales. This is really why we chose there. We thought this was an important place to base ourselves on who we are and where our consumers are and to bring our culture to Miami.
The Miami location – which is also Alo’s only store with a brand-designed exterior, the iconic grid wall pattern brought to the exterior (Alo is still waiting for local permits to install the design) – carries the total number of stores at 13. Austin, Texas, asd Scottsdale, Arizona, shops otook place in August and October respectively, followed by Newport Beach, Calif., which opened during the Black Friday weekend with record sales.
There are also about half a dozen more stores en route, including Alo’s first international store in Toronto in 2022, and the possibility of a partner store in Dubai in end of 2022, where Harris said the demandd is “massive”.
“We have more [stores] coming up, but we’re not sure how many more, ”Harris said. “We are first and foremost a digital company. So how many more stores does that warrant, we’re not sure.
“We will eventually go to major cities in Canada and major cities around the world,” he continued. “We are looking at London, Paris, Israel, Dubai. Places like that. I mean, it’s fashion [capitals]. And Alo is such a big piece of fashion today.
But Alo Yoga’s footprint isn’t limited to retail stores. There are Sutra, the vegetal restaurant located on the roof of Alo’s Flatirons store in New York, as well as Alo House, the brand’s pop-up experience. The most recent Alo House, Alo Winter House, was located in West Hollywood in November, attract Victoria’s Secret models Alessandra Ambrosio and Shanina Shaik; actresses Lucy Hale, Victoria Justice, Janel Parrish and Samantha Logan; welfare author Candice Kumai; model Irina Baeva; reality TV star Raquel Leviss; Chantel Jeffries, aka “Ceejay the DJ”, and Christie Brinkley’s daughter, Sailor Brinkley Cook.
The experiential space included a yoga and meditation room, reiki healers, masseuses, an ice rink, a sound bath, a wellness bar specializing in coffee and tea, Alo products on display, and plenty of backdrops. shots adapted for Instagram – of a huge plastic bubble that has touched the ceiling, filling with fake snow like a life-size snow globe with the letters “Alo” in the center.
“We need it on social media,” Harris said. “We need this platform and this education to help people deal with so many things that we are struggling with today. With Alo House, the idea is to have everything in one place to embody everything we believe in. I want to inspire the people of these communities to be able to live these extraordinary lives. And then also hopefully be able to educate or inspire influencers through their own follow-up. [in order] to educate people in the practice of yoga or mindfulness, or to calm their negative subconscious and amplify their positive subconscious.
Harris added that more Alo homes are in the works, “appearing everywhere for the next decade. And I would expect them to get bigger and better over time.
But unlike other pop-ups designed for social media, Alo doesn’t charge its community for the experience.
“I don’t believe we’ll ever charge people to go to Alo House,” Harris said. (A company representative added that celebrities and influencers don’t get paid to attend events.)
The same, said the co-founder, is true of the recording studio which is under construction at the Los Angeles headquarters and is scheduled to open on Jan. 17.
“We believe that influencers, fashion, entertainment, music, wellness education should all merge, so [wellness] it can generalize and inspire people to live these better lives, ”said Harris. “And if you can inspire the entertainment world, there really is no bigger megaphone than music. We want recordings, if you will, of health and wellness stuff. If you were interested, for example, in releasing your next rap song, this probably isn’t the right recording studio, unless you incorporate wellness into it.
The space will include a recording studio with producer Benny Blanco and four podcast rooms, in addition to the 10,000 square foot gym, a yoga studio for 80 people and a movie theater for 100 people already at Alo’s. Southern California headquarters.
“It will be the epicenter of global health, wellness and education,” Harris said.
Harris declined to comment on the current annual earnings of Alo, the brand he co-founded in 2007 with Marco DeGeorge. (Earlier this year, he said revenues were “considerably over $ 200 million per year.”) Harris said, however, that “we own 100% of the business. And we fund it 100 percent. And we’re just in a very lucky position over the years to have built a really great company with really strong relationships and partnerships and people and leadership where we can do whatever we want in the world. We can finance everything ourselves. If we wanted to open 100 stores next year, we could. But we don’t want to.