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Alo Yoga to open online flagship on Tmall in China
The brand plans to begin with an online store on Alibaba’s Tmall on Wednesday before launching bricks-and-mortar locations in China.
Los Angeles-based yoga apparel brand Alo Yoga, a rival to Lululemon, is set to open its first online flagship store on Alibaba Group Holding’s Tmall on Wednesday. The company said the launch is the start of its broader expansion in China, ahead of plans to roll out physical stores in the market.
SCMP Economy reports that Alo’s entry comes as China’s premium athleisure market becomes more competitive, with both emerging yoga brands and domestic sportswear makers targeting similar customers.
The outlet notes that Alo is one of several niche foreign brands moving into China to capture growth in the world’s second-largest consumer market, with its June announcement positioning the company to sell products in a price range similar to Lululemon.
S&P Global Ratings, via SCMP Economy, said growth in China’s yoga apparel category may be supported by demand for athleisure wear, product innovation, and deeper penetration into lower-tier cities, despite the view that overall growth in yoga apparel is slowing.