Beyond Yoga plans permanent New York store after successful pop-up

Beyond Yoga currently operates 20 stores, including a pop-up location in New York's Flatiron District that opened in September and will remain through January, according to Retail Dive.

CEO Nancy Green said the pop-up serves as a way to test the area and learn, with plans for a permanent store in the future.

The New York pop-up offers a shopping experience alongside a studio for classes and events, differing from the brand's 2024 pop-up which focused more on community building.

Activations at the store have included an 'Open Air' event featuring a community run and live music, embodying the brand's emphasis on joy and celebrating progress over perfection.

Green explained that the brand uses yellow in its stores as a joyful color to activate the space and reinforce its broader focus on enjoying the experience rather than high performance.