Growth plans for Beyond Yoga
Garment company Levi Strauss & Co is launching an expansion programme for its Beyond Yoga brand.
It acquired the Los Angeles-based athletic clothing brand in 2021. This marked a departure for Levi Strauss, but chief finance and growth officer, Harmit Singh, has said the acquisition came at a time when “the activewear segment was on a tear”.
Speaking at the Deutsche Bank Global Consumer Conference in Paris in early June, Mr Singh said Beyond Denim had been able to increase its revenues in recent quarters and that the group now wanted to begin an expansion programme for it.
He said: “The reason we bought Beyond Yoga was that its product is different. As the name suggests, you can wear its products for more than just yoga classes. It has a large breadth.”
At the time of the acquisition, Beyond Yoga was largely focused on e-commerce and women-only products, Mr Singh explained. He said it was now working on a more extensive men’s offering that will launch in the second half of 2025.
He added that the brand has five stores on the West Coast of the US and that these are working well. As part of the expansion, it will now open five new stores on the East Coast. “And if that works well, we can take it international,” he concluded.
