Beyond Yoga stresses performance offerings in new NYC pop-up
Beyond Yoga is playing up its new Glowzone fabrication as it broadens its presence on the East Coast, starting with a new New York City pop-up.
Beyond Yoga, a California-based brand, is emphasizing its performance offerings as it expands its presence on the East Coast. The company, owned by Levi Strauss & Co., has set up a pop-up shop in New York City's Flatiron neighborhood, showcasing its new fabrication, Glowzone. The pop-up, which runs through early January, also features exclusive merchandise and weekend programs, including movement classes.
This is Beyond Yoga's second pop-up in New York City, following its first one in 2024 as part of its "Club Beyond" experience. The CEO of Beyond Yoga, Nancy Green, told Modern Retail that while the previous pop-up was primarily aimed at brand engagement, the current one offers a more extensive range of products for purchase and even includes a dedicated downstairs studio for workouts.
Shoppers visiting the pop-up can expect to find a variety of items, including outerwear, fleece, and most importantly, Glowzone - Beyond Yoga's latest high-sweat performance line. This marks the brand's most significant technical innovation to date, indicating a strong focus on performance-oriented products. For more details, readers are directed to an article on modernretail.co, and they are encouraged to sign up for Modern Retail newsletters to stay updated on the evolving retail landscape.
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