Beyond Yoga Sees 'Many Stores' Ahead, Most of Them Yellow

Beyond Yoga operates 20 stores today, and CEO Nancy Green says the brand is nowhere near finished. "This brand can have many stores," Green said. "It's a premium brand, needs to be in the top markets where the customer is shopping."

The Los Angeles-based activewear label opened its latest location, a pop-up in New York's Flatiron District, in September. It will stay open through January. Green confirmed the temporary format is a stepping stone, not a substitute.

"Oh we will," she said when asked about a permanent location. "It's a great way to explore and to learn and sort of test out the area. But yes, eventually we will have a permanent home."

The company is not sharing performance metrics for the New York pop-up. Green said she was "pleased" with results so far and cited positive customer feedback — a claim the brand offers without numbers to back it.

Why yellow is the strategy

Most of Beyond Yoga's stores are yellow — sometimes outside, sometimes inside, sometimes both. The color carries the brand's positioning in a category crowded with performance messaging.

"We activate through color, and we have a very unique point of view on color, and that is part of the joy," Green said. "Yellow is a joyful color."

That positioning defines what Green calls "owning joy" and "celebrating progress over perfection." Activations at the New York pop-up have leaned into it, including an "Open Air" event on Saturday that featured a community run and a live performance by Natasha Bedingfield.

"A lot of people and players in this space are emphasizing performance and high performance," Green said. "We're not about that. We're about actually enjoying the experience. … I think that joy is very, very important and needed right now in the world."

How does the retailer pick markets?

Beyond Yoga opened its first store in Santa Monica, California, then expanded across the state and the wider West Coast, staying close to its home shopper base. Since then, site selection has followed a data-driven strategy that prioritizes the highest-density e-commerce markets (the regions generating the strongest online sales).

New York fits that logic: it is one of the brand's largest e-commerce markets, and the pop-up's assortment is tailored to the city. Demand there has been clear since a 2024 pop-up nearby, which focused on community-building. This year's version offers a fuller shopping experience alongside a studio for classes and other activations.

"We know we need a permanent home in New York, probably more than one," Green said.

The East Coast expansion began about a year ago and has been successful so far, according to Green. Like many brands, Beyond Yoga sees an e-commerce lift in markets where it opens a store — the halo effect retailers often cite to justify physical footprints.

Stores also anchor local partnerships with fitness groups, which Green said lends credibility to the product and feeds the brand's purpose of supporting an active lifestyle. "We create a really important experience I think, that is very human and inclusive and fun and joyful," she said.

What about wholesale?

Wholesale — selling through studios and larger accounts — remains a discovery channel, including in markets where Beyond Yoga may never open a store.

"You're creating an ecosystem, a customer ecosystem, and many of these markets, we also have wholesale — whether it's through studios or some of our larger accounts — and so they all support each other," Green said.

For storefronts themselves, the priority is serving existing online customers with a high-quality in-person experience rather than pure acquisition.

"Every year we're growing, and so the markets that today might not be right for a store, three years from now they might be right as the brand grows and as we build awareness," Green said. That timeline implies the store count will keep climbing — and most of the new doors will likely be yellow.