With the aim of forging a deeper connection with its sizable e-commerce community in Manhattan, Beyond Yoga has launched an immersive pop-up retail location in the city. After enjoying a positive reception during its earlier short-term opening in 2024, the pop-up will operate through early January 2027, providing New Yorkers with exclusive products and local experiences.
Strategic Growth in New York City
Located in the Flatiron District, the brand’s newest pop-up occupies a 2,300-square-foot space that was formerly the site of Paul Smith. New York City, while Beyond Yoga’s biggest digital sales market, now features the brand’s sole physical storefront in the area, serving a “highly engaged” customer community. Alongside merchandise inspired by the city, guests can join movement and fitness sessions on weekends, presented by local trainers and studios.
This Flatiron location follows Beyond Yoga’s first NYC retail pop-up, held just two blocks away as a weeklong pilot earlier in 2024. That trial, known as Club Beyond, offered walk-in wellness sessions and pop-ups like a bun and braid bar. Enthusiastic feedback from that event spurred the brand to lock in a more lasting address in the neighborhood.
An Immersive Shopping Experience
Blending retail with interactive events, Beyond Yoga’s Flatiron space was developed to immerse customers in the brand while offering exclusive merchandise. CEO Nancy Green said in a press release that “Establishing a physical presence here was an important next step for Beyond Yoga,” highlighting the desire to deliver a locally tailored and more personalized retail experience to its online fans.
Timed just before the busy fall and holiday seasons, the pop-up is set to roll out exclusive collections and programming to maintain excitement. In particular, on October 17th, “Seek Beyond: Open Air” will make its East Coast debut, featuring a community run and music performance by Natasha Bedingfield.
National Footprint and Category Expansion
Beyond Yoga’s decision to establish a flagship NYC presence reflects a broader movement in the athleisure sector, where brands are diversifying from activewear to broader lifestyle, casual, and luxury product lines, including denim and leather. These strategies build on Beyond Yoga’s journey since its 2021 acquisition by Levi’s.
In 2025, the brand debuted a digital lifestyle platform together with Issa Rae. According to recent financial results, Beyond Yoga has enjoyed double-digit growth for the past two consecutive quarters.
Looking to broaden its national presence, Beyond Yoga will open new stores in Denver and San Clemente, California later in the year. Counting its latest Manhattan location and recent openings in Manhattan Beach, California, and Scottsdale, Arizona, the company’s store count now reaches 18 retail locations.
Future Plans
By integrating exclusive product drops, community initiatives, and unique in-store experiences, Beyond Yoga aims to attract and serve New York City’s activewear shoppers. As the demand for lifestyle-driven apparel grows, the expanding network of physical stores highlights the company’s goal to strengthen its presence across major metropolitan areas in the United States.