Beyond Yoga expands to New York with temporary pop-up store
Beyond Yoga expands to New York with a temporary pop-up store, testing market interest before committing to a permanent location.
“Oh we will,” she said of the temporary space, which launched in September and will remain open through January. The pop-up serves as a test-and-learn opportunity, allowing the company to gauge interest in the market before committing to a long-term location.
Exploring New York Through Temporary Spaces
Located in Manhattan’s Flatiron District, the space builds on lessons from the brand’s 2024 pop-up in the same neighborhood. That earlier iteration focused on community engagement, whereas the current location emphasizes a fuller shopping experience, complete with a studio for classes and branded events.
Recent activations at the pop-up include an “Open Air” event featuring a community run and a live performance by Natasha Bedingfield. These initiatives reflect what Green describes as “owning joy” and “celebrating progress over perfection.” In a market saturated with high-performance messaging, Beyond Yoga leans into a more lighthearted, inclusive approach.
Yellow as a Brand Signature
The brand currently operates 20 stores, most of which incorporate yellow into their design—whether on the exterior, interior, or both. “We activate through color, and we have a very unique point of view on color, and that is part of the joy,” Green explained. “Yellow is a joyful color.”
Beyond aesthetics, the stores are designed to integrate with local communities, often partnering with nearby fitness groups. These collaborations reinforce the brand’s mission to support an active lifestyle while giving online shoppers a chance to engage with the brand in person.
Data-Driven Expansion
Expansion decisions are guided by e-commerce data, with new locations opening in markets that show strong online sales activity. The company previously established itself on the West Coast, beginning in Santa Monica before expanding across California and neighboring states.
The East Coast expansion, which began roughly a year ago, has proven successful, according to Green. Opening physical stores has also contributed to increased e-commerce traffic in those areas, creating a complementary retail ecosystem. “You’re creating an ecosystem, a customer ecosystem,” she noted.
Future Growth and Market Readiness
With 20 locations now open, Green sees room for further expansion. “This brand can have many stores,” she said. “It’s a premium brand, needs to be in the top markets where the customer is shopping.” As the brand continues to grow, markets that weren’t previously viable may become attractive targets for future store openings.
