Alo Yoga to Open First Online Flagship Store on Tmall Ahead of China Expansion
Los Angeles-based yoga apparel brand targets China's competitive athleisure market with Tmall launch.
L'essentiel
Los Angeles yoga brand Alo Yoga will launch its first online flagship store on Alibaba's Tmall on Wednesday, preceding physical stores in China and entering the competitive athleisure market.
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Pourquoi c'est important
Alo Yoga announced its entry into China in June as part of an international expansion strategy.
Los Angeles-based yoga apparel brand Alo Yoga, a rival of Lululemon, will open its first online flagship store on Alibaba Group Holding’s e-commerce platform Tmall on Wednesday, ahead of launching bricks-and-mortar stores in China.
The move comes as China’s premium “athleisure” market grows increasingly competitive, with emerging yoga brands and domestic sportswear makers targeting similar consumer groups.
Alo is among a group of niche foreign brands – including American fast-food chain Church’s Texas Chicken and German supermarket chain Mueller – that are newly entering China to unlock growth in the world’s second-largest consumer market.
The US brand, which offers products in a similar price range to Lululemon’s, announced its entry into China in June as part of its international expansion to tap the market that combines athletic wear and casual attire.
“Yoga apparel remains very popular in China, although growth is slowing,” said Maggie Xie, associate director at S&P Global Ratings.
“We believe increasing demand for athleisure wear, product innovation and penetration into lower-tier cities should support good growth in China’s yoga apparel market.
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Alo Yoga will open its online flagship store on Tmall on Wednesday.
Très probable · En quelques jours
Questions ouvertes
- When will physical stores open in China?
- How will pricing compare to competitors?
