When asked why Beyond Yoga decided against securing a permanent storefront for its high-profile New York City retail venture, Chief Executive Officer Nancy Green has a remarkably straightforward answer.
"Oh we will," Green said regarding the temporary location, which officially opened its doors in September and is slated to maintain operations through January. "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."
While the burgeoning activewear company is keeping specific financial metrics and performance data under wraps for its temporary Manhattan outpost, Green expressed clear satisfaction with the results achieved thus far. She noted that the brand has been met with an overwhelmingly positive reception from local consumers navigating the busy shopping season.
Situated in the heart of New York’s vibrant Flatiron District, the current retail space draws direct inspiration from Beyond Yoga’s earlier 2024 pop-up installation, which occupied a nearby location. While that initial foray into the market was heavily concentrated on grassroots community building and brand introduction, this year’s iteration provides a significantly more robust and built-in shopping journey. Alongside a comprehensive product assortment, the new space incorporates an integrated studio designed specifically for fitness classes, wellness sessions, and other interactive consumer activations.
These experiential events have already begun drawing crowds. Most notably, the pop-up hosted an energetic "Open Air" event on a recent Saturday that featured a public community run followed by a special live performance from pop artist Natasha Bedingfield. For Green, events of this scale embody the core ethos of the company, which she describes as "owning joy" and "celebrating progress over perfection."
"A lot of people and players in this space are emphasizing performance and high performance," Green explained, contrasting Beyond Yoga’s philosophy with traditional athletic apparel marketing. "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."
While such statements might easily be dismissed as corporate branding talk, the underlying philosophy directly dictates the physical architecture and visual merchandising of the retailer’s growing brick-and-mortar fleet.
It was all yellow
Beyond Yoga currently operates a total of 20 retail storefronts, a footprint that includes the temporary New York pop-up shop. Visually, these locations share a striking and deliberate common denominator: they are overwhelmingly yellow. Whether painted across exterior facades, wrapped around interior walls, or woven throughout the merchandising displays, the vibrant hue serves as a physical manifestation of the brand’s identity.
"We activate through color, and we have a very unique point of view on color, and that is part of the joy," Green explained, emphasizing the emotional resonance of the palette choice. "Yellow is a joyful color."
Beyond serving as convenient transaction points to pick up the latest seasonal leggings and tops, these brick-and-mortar stores are designed to integrate deeply into the fabric of their respective local communities. This community-first strategy involves forming strategic partnerships with local fitness groups, run clubs, and wellness studios. Such collaborations not only lend authentic credibility to Beyond Yoga’s product line but also feed seamlessly into the brand’s overarching mission of supporting everyday, accessible active lifestyles.
"We create a really important experience I think, that is very human and inclusive and fun and joyful," Green said. "The brand is very much about joy, so you can feel that in the store."
Above all else, however, the physical store network functions as a tangible bridge for loyal online shoppers who want a physical touchpoint to interact with Beyond Yoga face-to-face. New York historically ranks as one of the brand’s most lucrative and high-volume e-commerce markets, making a physical presence in the city a strategic necessity. Consequently, the merchandise assortment featured at the Flatiron District pop-up is meticulously curated and tailored specifically to the unique lifestyle and tastes of New York City consumers.
"We know we need a permanent home in New York, probably more than one," Green remarked, noting that the immense consumer demand witnessed during both the 2024 and 2025 pop-ups has made the appetite for the brand in the region abundantly clear.
This data-informed approach to physical expansion mirrors how Beyond Yoga has historically chosen its permanent retail locations. The company initially established its retail roots in Santa Monica, California, before gradually expanding its footprint across the state and throughout the broader West Coast. As a Los Angeles-born enterprise, those foundational real estate decisions naturally positioned the brand in close proximity to its most concentrated pockets of early adopters and devoted fans.
In the years since, Beyond Yoga has refined its expansion methodology, relying heavily on a sophisticated, data-driven strategy that prioritizes regions with the highest density of established e-commerce customers. This analytical approach guided the brand’s deliberate expansion to the East Coast roughly a year ago—a geographic leap that Green describes as thoroughly successful. Like many direct-to-consumer apparel brands navigating the modern retail landscape, Beyond Yoga has observed a measurable lift in online sales within specific geographic markets immediately following the opening of a physical store in that area.
"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 noted.
Within this interconnected commercial ecosystem, wholesale partnerships continue to serve as a vital discovery channel for new customers. According to Green, wholesale accounts play a crucial role in expanding brand awareness, particularly in regions where Beyond Yoga may never establish a dedicated corporate storefront. For the brand’s own branded retail fleet, however, the primary objective remains focused on servicing the existing digital community by delivering an exceptional, high-touch in-person experience.
Looking ahead, Green envisions a much larger physical footprint for the company as awareness continues to scale nationally.
"This brand can have many stores. It’s a premium brand, needs to be in the top markets where the customer is shopping," Green said. "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."
