Alo Yoga is in new directions.
The Los Angeles-based yoga lifestyle logo, which sells sportswear, outerwear, apparel, accessories and attractive 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 about to introduce global music.
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“Take this street [dress 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. Physical presence, where other people can include what we believe, in those big cities, is smart for the brand and something smart for the community.
The most recent physical addition is a 4500-square-foot store in Miami’s fashion design district, at 101 NE 40th Street. The store opened this month with a three-day party that included 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, fitness influencer Cindy Prado and professional yoga instructor Skylar Hauswirth, among others.
The area features cement floors, wood paneling, Alo’s signature grid wall design, black-and-white yoga photos, a wellness and good-looking bar, and shelves on the shelves sports bras, leggings, and Sherpa jackets.
“It has our digital footprint,” Harris said. And we have a massive network in Miami, we know where all of our consumers are across all of our online sales, that’s why we chose there. We thought it was a vital position to build 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 outdoor-carried grid wall trend (Alo is still waiting for locals to allow him to install the design), brings the total number of outlets to 13 stores in Austin, Texas and Scottsdale, Arizona, opened in August and October, respectively, followed by Newport Beach, California, which opened over Black Friday weekend with record sales.
There are also about a dozen retail outlets on the way, adding Alo’s first foreign store in Toronto in 2022, and the option of a spouse store in Dubai in 2022 expired, where Harris said the call is “massive. “
“We have more [retail outlets] on the way, but we don’t know precisely how many more,” Harris said. “We are first and foremost a virtual company. So, we’re not sure how many more retail outlets justify this. “
“Eventually we will move on to the big cities of Canada and the big cities of the world,” he continued. “We took a look at London, Paris, Israel, Dubai. Places like that. I mean, they’re fashion [capitals]. And Alo is such a wonderful piece of fashion today.
But Alo Yoga’s footprint is rarely limited to retail stores. There’s Sutra, the plant-based dining spot located on the roof of Alo’s Flatirons in New York City, as well as Alo House, the brand’s emerging experience. House, Alo Winter House, was located in West Hollywood in November, attracting the styles of Victoria’s Secret, Alessandra Ambrosio and Shanina Shaik; actresses Lucy Hale, Victoria Justice, Janel Parrish and Samantha Logan; wellness Candice Kumai; style Irina Baeva; truth television star Raquel Leviss; Chantel Jeffries, aka “Ceejay the DJ”, and Christie Brinkley’s daughter Sailor Brinkley Cook.
The experience 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 many Instagram-friendly backgrounds, such as a huge plastic bubble being touched. the roof, filling with artificial snow with the effect of a life-size snowball with the letters “Alo” in the center.
“We want it on social media,” Harris said. We want this platform and education to help other people deal with many of the things we struggle with today. “With Alo House, the concept is to have everything in one position to include I want to motivate other people in those communities so they can live those ordinary lives and hopefully also be able to teach or motivate influencers through their own following [to] teach other people to relate to yoga practice or mindfulness, or to calm your negative subconscious and magnify your positive subconscious.
Harris added that more Alo homes are being prepared, “which will appear over the next decade. And I hope they get bigger and bigger over time.
But unlike other pop-ups designed for social media, Alo doesn’t rate its network for experience.
“I don’t think we’re going on to qualify other people to move to Alo House,” Harris said. (A corporate representative added that celebrities and influencers are not paid to attend events. )
The same, the co-founder said, is true for the recording studio that is structured in the Los Angeles headquarters and plans to open on Jan. 17.
“We believe that influencers, fashion, entertainment, music, wellness education, all want to merge, so that [wellness] things become common and motivate other people to live those bigger lives,” Harris explained. “And if you can motivate the entertainment world, there is rarely a megaphone much bigger than music. We want recordings, so to speak, of fitness and wellness material. If you were interested, say, in releasing your next rap song, this probably isn’t the right recording studio, unless you incorporate wellness into it.
The area will feature a recording studio with manufacturer Benny Blanco and 4 podcast rooms, plus the 10,000-square-foot fitness center, 80-person yoga studio, and 100-person movie theater already located at Alo’s headquarters in Southern California.
“It will be the epicenter of health, wellness and the world,” Harris said.
Harris declined to comment on the existing annual earnings of Alo, the logo he co-founded in 2007 with Marco DeGeorge. (Earlier this year, it said profits were “significantly in excess of $200 million a year. “)Harris said, however, that ” We own one hundred percent of the business. And we finance it one hundred percent. And we’re in a very fortunate position over the years to have built a smart company with strong relationships and partnerships and hardworking and leadership where we can do whatever it is in the world. We can finance everything ourselves. If we wanted to open a hundred outlets next year, we could do it. But it is not necessary.