Levi Strauss & Co.'s Beyond Yoga opening more stores
/Watch out lululemon and Athleta: Competition is coming your way.
Levi Strauss & Co.'s specialty activewear brand Beyond Yoga is moving forward with its brick-and-mortar expansion. The company opened its first East Coast store today (06-06-2025) in Greenwich, Conn.
The new store is about 2,700 square feet, which is double the average size of Beyond Yoga’s other seven other locations: Third Street Promenade in Santa Monica, Larchmont Village in L.A., Irvine Company Spectrum Center, Westfield Century City, Broadway Plaza in Walnut Creek, Chicago's Fulton Market and Bellevue Square near Seattle.
Levi Strauss & Co. bought Beyond Yoga in 2021. Other Beyond Yoga locations planned include Westport, Conn. at the Elm & Main shopping center, formerly known as Brooks Corner and one will open later this year in Boston.
Leading the expansion is Nancy Green, Beyond Yoga's CEO who previously oversaw Athleta as it grew from 39 to 175 stores. Beyond Yoga is expanding from 8 to 14 by the end of the 2025.
Earlier this year Green said the brand could have "at least 200 stores" over time. The newly opened larger format store will allow Beyond Yoga to carry an expanded line of inventory as well as hold events. She said, "We have to iterate and tweak some things as we learn and then we nail it, and then we scale it. So test, iterate, nail it and scale it."