Lululemon rival Alo Yoga enters China market with online store on Alibaba’s Tmall
Los Angeles-based yoga apparel brand Alo Yoga, a rival of Lululemon, will open its first online flagship store on Alibaba Group Holding’s e-commerce platform Tmall on Wednesday, ahead of launching bricks-and-mortar stores in China. The move comes as China’s premium “athleisure” market grows increasingly competitive, with emerging yoga brands and domestic sportswear makers targeting similar…
Alo Yoga, a Los Angeles-based yoga apparel brand, is set to launch its first online flagship store on Alibaba’s Tmall platform, marking its entry into the Chinese market. This move comes as China’s premium "athleisure" market becomes increasingly competitive, with foreign and domestic brands vying for consumer attention. Alo Yoga, which offers products in a similar price range to Lululemon, aims to capitalize on its existing social media traction and test consumer demand and product preferences in the Chinese market.
The brand, founded in 2007, has built a following among young, global consumers through its California casual style, which is promoted by celebrities like Kendall Jenner and Bella Hadid. Unlike Lululemon’s focus on performance-led yoga apparel, Alo positions itself as a street-fashion brand, appealing to Chinese consumers who prioritize quality over price.
The company’s first store in Hong Kong, located in the K11 Musea mall, is expected to open soon, with no specific launch date disclosed.
Brief written by urgent.news from South China Morning Post's own syndicated text. Machine-written — it may contain errors, so check the original before relying on it.
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