Dive Temporary:
- Past Yoga on Friday opened a pop-up retail location in New York Metropolis dubbed Membership Past. Situated throughout from Union Sq. at 31 East seventeenth Road and working by way of Wednesday, Membership Past marks the primary retail retailer presence for Past Yoga in New York Metropolis.
- The pop-up will provide drop-in health and wellness lessons, in addition to expert-led workshops. Particular friends set to look embody movie star coach Ngo Okafor, creator Case Kenny and mother-daughter health duo Denise and Katie Austin.
- Along with providing as much as three curated lessons per day, Membership Past may have the most important number of Past Yoga attire and equipment in a single New York location. It’s going to characteristic a bun and braid bar, in addition to such model companions as Metropolis Women Who Stroll, The Items Mart, Lunge Run Membership, Neeti Narula and Soto Methodology.
Dive Perception:
The rationale for Past Yoga to launch the Membership Past experiential pop-up in New York Metropolis is to have interaction with clients in a metropolis that already is without doubt one of the model’s largest markets, per the discharge.
“The pop-up is an opportunity to merge our model with the power of New York Metropolis,” Nancy Inexperienced, Past Yoga CEO, mentioned in an announcement. “Membership Past is greater than only a store, it is a launchpad for inspiration and an area the place we will join with our loyal neighborhood, bringing to life an embodiment of our three model pillars: thoughts, physique, and connection.”
Whereas the New York pop-up will final lower than every week, Past Yoga continues to hunt out methods to develop its brick-and-mortar footprint. “The model is exploring cities across the nation for future everlasting shops, specializing in areas the place there’s a massive buyer base,” an organization spokesperson mentioned in an electronic mail.
The lively attire model opened its first retailer in Santa Monica, California, in 2022 and has since expanded to the Midwest. Acquired by Levi Strauss & Co. in 2021, Past Yoga at the moment operates seven brick-and-mortar shops throughout California, in addition to Chicago and simply outdoors of Seattle. The model is offered by way of 1,200 wholesale areas within the U.S. and abroad.
The model has additionally been a shiny spot for Levi’s in latest months: Whereas total firm internet income within the third quarter was flat, Past Yoga was up 19% 12 months over 12 months.