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Beyond Yoga Launches New Fabrication in New York Pop-up
Developing
In Short: Beyond Yoga is expanding its presence in New York City with a Flatiron pop-up that showcases its new Glowzone fabric.
Beyond Yoga, a key player in the activewear market, is launching a new fabrication called Glowzone in a pop-up store in New York City’s Flatiron neighborhood. According to Nancy Green, CEO of Beyond Yoga, the new material is designed to withstand higher temperatures and has compressive properties, making it suitable for a range of activities from strength training to hot yoga.
The pop-up, which runs through early January, offers a broader assortment of products compared to previous New York City activations. Beyond Yoga is using the opportunity to highlight Glowzone, which it describes as its most significant technical innovation to date. The material took two years to develop and is intended for higher-impact workouts, including strength training, hot yoga, cycling, and running.
Beyond Yoga’s CEO, Nancy Green, emphasized the importance of physical retail for the brand, particularly in New York City, one of its largest e-commerce markets. "New York City is one of Beyond Yoga’s biggest e-commerce markets, so having a physical presence there is important," Green said. The pop-up store will feature exclusive New York City merchandise and weekend programming such as movement classes, in addition to offering a dedicated downstairs studio for workouts.
The pop-up also includes a community run and walk along the West Side Highway, with guests gathering at the store before heading out. Beyond Yoga, which launched in 2006, has been investing more in physical retail over the last few years, with this pop-up being part of its broader strategy to expand its presence on the East Coast.
While Beyond Yoga is known for its activewear, the company is increasingly focusing on lifestyle products like puffer jackets and jumpsuits, which are driving a significant portion of its revenue. The new pop-up is an example of how the brand is broadening its product range, with Glowzone being used for sports bras, bike shorts, and hybrid straight-leg pants.
What's still developing
- Nothing material beyond the confirmed record.
Sources
- Modern Retaillink