Is Alo Yoga’s era over?
Alo Yoga? Once the ultimate It Girl brand and a billion-dollar empire.
But is it still giving... or has it lost its spark?
In case you don’t know who Alo Yoga is, let me give you the debrief...
Founded in 2007 in Los Angeles by Danny Harris & Marco DeGeorge.
From boutique yoga brand to a billion-dollar empire—now with 50+ stores worldwide.
Not just activewear - they’ve expanded into yoga studios, skincare, wellness supplements, and even high-fashion.
$250m reported annual revenue in 2024 (statista.com)
$1bn+ overall sales income in 2022 (statista.com)
3.5m Instagram followers
71 stores Alo ‘Sanctuaries’ aka stores operating globally in 2024 (voguebusiness.com)
From day one, Alo Yoga’s mission was to promote mindful movement, inspire wellness, and build a like-minded community.
Let’s break down how they did it 👇
They sold a feeling
Alo Yoga didn’t just sell premium cute two-pieces—they sold a whole vibe and created an aspirational lifestyle brand. Their brand identity, polished product imagery, and ‘studio to street’ ethos are all tied into this seamless brand narrative that makes you want to buy everything.
Digital-First & Influencer Power
A masterclass on how to build a digital-first brand...
✅ Started with yoga instructors
Which felt on-brand, trustworthy, and authentic.
✅ Then came the celebs
Bella Hadid, the Kardashians, you get it.
✅ Endless UGC
Their audience does the marketing for them.
Your one-stop wellness shop
Alo Yoga didn’t stop at clothing - they took over the wellness space.
✅ Alo Moves
On-demand yoga & fitness.
✅ Skincare & supplements
Wellness beyond the mat.
✅ Physical stores & experiences
Making the brand feel even more Premium and building community.
Brand extensions that don’t align
Some moves made complete sense... others? It’s up for debate.
✅ Alo Moves
Perfect fit. (I had this, and it was pretty good!)
❓ Alo Atelier
Wellness brand or luxury fashion house?
❓ Would their core customers really spend £300+ on a silk shirt, or are they jumping on the influencer hype?
More Style over substance?
People expect premium products when you charge premium prices - but the jury’s out on that one.
❌ Style over substance? Too influencer-driven?
Is it all hype? Is this Fyre Festival 2.0?
The internet is drowning with quality complaints
❌ Luxury pricing needs luxury execution
If quality slips, the internet will tell you and trust disappears.
Too Exclusive?
Alo built a strong community, especially with their wellness events and partnerships. But has exclusivity gone too far?
❓ Alo House
It looks unbelievable but is invite-only and feels a little out of reach.
❓ Imagine if they launched open access for all wellness spaces instead.
Let’s roundup…
✅ Sell a lifestyle
People buy into a feeling, not just a product.
✅ Go digital-first
Social media & influencers can build billion-dollar brands.
✅ Stay ahead of your customer’s needs
Alo expanded into wellness, fitness & skincare to stay relevant.
✅ Premium means Premium
High prices only work if the quality backs it up.
✅ If brand extensions confuse, you lose
Every new product should reinforce your brand, not confuse people.
✅ Don’t forget your roots
Community matters, even at the top.