Alo Yoga Readies London, Paris Outposts

As athleisure stays in fashion, the race for worldwide domination is on.

What’s happening: In its latest move to build a global wellness empire, US activewear brand Alo Yoga announced plans to open 50+ new stores by 2024.

Starting with London and Paris, the company will launch one store per week as part of an ambitious growth strategy emphasising international expansion.

For context: Founded in 2007, Alo has gained momentum by aligning its studio-to-streetwear with the values and behaviours of younger generations — a play that’s paying off:

• From 2021–2022, it more than doubled its YoY growth, with sales topping $1B.
• To date, it has scaled its retail footprint to 43 stores across the US, Canada, Israel and The Middle East.
• Pushing product, Alo has successfully expanded into other lifestyle categories, from skincare and men’s apparel to a recently sold-out foray into footwear.

Why it matters: Motivated by a heightened interest in health and wellness, and in pursuit of everyday comfort and performance, consumers continue to reach for activewear across social settings, from the gym to everyday wear to social functions.

Although sales have softened in the wake of the pandemic, the global market is still trending up, set to surpass $660B by 2030.

Stretching in new directions. A thorn to legacy sportswear manufacturers, category disruptors are putting down roots in international markets and forming global partnerships in pursuit of long-term growth.

• Castore has become the UK’s second-fastest-growing brand, adding retail stores to key European cities as part of a global push.
• A fourth US retail shop from Swiss running brand On joins existing sites in London, Paris, Japan and China, and it just locked in CHF 700M to ensure future growth.
• Last year, following a $400M raise, Vuori made its international debut via retail and wholesale partnerships in Hong Kong, France, Germany and Australia, plus a flagship in London.

It’s a vibe. Elsewhere, born in Australia’s functional fitness scene, LSKD recently opened in San Diego, with plans to expand in the US. And France’s fashion-forward OPOI is gaining ground by channelling well-being and elegance.

Starting online, the UK’s Gymshark and American brand Sporty & Rich are selling a lifestyle, while CrossFit favourite NOBULL and running brand Tracksmith use experiential retail to foster community.

Takeaway: Execution aside, by leaning further into lifestyle and nurturing local communities, today’s up-and-comers have the potential to become household names. Unfortunately, consumers aren’t likely to forget the names Nike, adidas, and lululemon anytime soon.