Music business

Alo Yoga expands its footprint and plans to enter the music business – WWD

Alo Yoga is expanding in new directions.

The Los Angeles-based yoga lifestyle brand – selling activewear, outerwear, apparel, accessories and beauty products for men and women under the “air, land and ocean” philosophy – continues to expand its business footprint, plan more Alo House pop-ups, and is now poised to enter the music world.

“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.

A rendering of the Miami Alo Yoga store, the first store in the brand’s fleet with the signature wood grille on the exterior. Co-founder Danny Harris said the store, which opened this month, is awaiting local permits to install the exterior signs.
Courtesy picture

The most recent physical additionition is a 4,500 square foot shop in Miami’s fashionable Design District, located at 101 NE 40th Street. The store opened earlier this month with a three-day party that incfeatured 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.

Alo Yoga Miami Shop

Inside the Alo Yoga Miami store with the signature wooden grid wall.
Getty ImagesAlo Yoga

The space features cement floors, wood paneling, Alo’s signature grid wall design, black and white yoga photos, a beauty and wellness bar, and stands on bra stands. sports bras, leggings and sherpa jackets.

“He has our fingerprint,” Harris said. “And we have a huge community in Miami. We know where all our customers are from all of our online sales. That’s really why we chose there. We felt like it was an important place to be based on who we are and where our consumers are and to bring our culture to Miami.

Alo Yoga Miami Shop

Inside the Alo Yoga Miami store.
Getty ImagesAlo Yoga

The Miami location — which is also Alo’s only store with a brand-designed exterior, the signature grid wall pattern brought to the exterior (Alo is still awaiting local permits to install the design) — carries the total number of stores at 13. The Austin, Texas, and Scottsdale, Arizona, stores oopened in August and October, respectively, followed by Newport Beach, California, which opened over Black Friday weekend to record sales.

There are also about half a dozen more stores on the way, 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 askd is “massive”.

Alo Yoga Miami Shop

Miami’s Alo Yoga store offers a wide selection of apparel, activewear, and accessories.
Getty ImagesAlo Yoga

“We have more [stores] coming, but we don’t know exactly how many more,” Harris said. “We are first and foremost a digital company. So how many more stores that warrants, we’re not sure.

“We will eventually travel to major cities in Canada and to 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 fashion piece today.

Alo Yoga Miami

The Alo Yoga store opens in Miami in December 2021. From left, actress Daniela Botero, model Shannon de Lima, an Alo Yoga guest, and model and beauty queen Ninoksa Vasquez, all wearing Alo Yoga.
Getty ImagesAlo Yoga

But Alo Yoga’s footprint is not limited to retail stores. There are Sutra, the vegetable restaurant located on the roof of Alo’s Flatirons New York store, as well as Alo House, the brand’s pop-up experience. The newest Alo House, Alo Winter House, was located in West Hollywood in November, attracting the likes of Victoria’s Secret models Alessandra Ambrosio and Shanina Shaik; actresses Lucy Hale, Victoria Justice, Janel Parrish and Samantha Logan; wellness author Candice Kumai; model Irina Baeva; reality star Raquel Leviss; Chantel Jeffries, aka “Ceejay the DJ”, and Christie Brinkley’s daughter, Sailor Brinkley Cook.

Alo Yoga Alo House

Alo Yoga’s Alo Winter House in West Hollywood, California included a skating rink.
Kellie Ell/WWD

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 decor Instagram-friendly – like a huge plastic bubble that touched the ceiling, filling with fake snow in the effect of a life-size snow globe with the letters “Alo” in the center.

“We need that on social media,” Harris said. “We need this platform and this education to help people deal with so many things that we struggle with today. With Alo House, the idea is to have everything in one place to embody everything we believe in. I want to inspire people in these communities to be able to live these extraordinary lives. And then also, hopefully, to be able to educate or inspire influencers through their own followers. [in order] to educate people regarding the practice of yoga or mindfulness, or to soothe their negative subconscious and amplify their positive subconscious.

Alo Yoga Alo Winter House

Guests at Alo Yoga’s Alo Winter House enjoyed complimentary wellness drinks.
Kellie Ell/WWD

Harris added that more Alo homes are in the works, “showing up all over the place for the next decade. And I would expect them to grow and get 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 aren’t paid to attend events.)

Alo Yoga Alo Winter House

Guests at Alo Yoga’s Alo Winter House in West Hollywood, California practicing yoga.
Kellie Ell/WWD

The same is true, the co-founder said, for the recording studio being built at the Los Angeles headquarters and scheduled to open Jan. 17.

“We think influencers, fashion, entertainment, music, wellness education, they all need to merge, so [wellness] things can go mainstream and inspire people to live those better lives,” Harris explained. “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 type stuff. If you were interested in, say, releasing your next rap song, this is probably not the right recording studio, unless you incorporate feel-good 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, an 80-person yoga studio and a movie theater for 100 people already at Alo’s. Southern California headquarters.

Hello Yoga

Inside the Alo Yoga headquarters in Los Angeles.
Kellie Ell/WWD

“It will be the epicenter of global health, wellness and education,” Harris said.

Harris wouldn’t comment on the current annual earnings of Alo, the brand he co-founded in 2007 with Marco DeGeorge. (Earlier this year, he said revenue was “well over $200 million a year.”) Harris said, however, that “we own 100% of the business. And we fund it 100%. And we’re just in a very lucky position over the years to have built a really good 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.