Alo Yoga's rise is making Lululemon and other athletic apparel brands sweat
Veronique D/iStock Editorial via Getty Images
Alo Yoga continues to disrupt the athletic apparel industry, particularly Lululemon (LULU), which has lost market share to the upstart. Notably, Piper Sandler's latest survey of teenagers showed a big jump in mindshare for Alo Yoga as it leaped over Adidas (ADDYY), Under Armour (UAA), American Eagle (AEO), and Athleta (GAP) with the demographic.
The privately held Los Angeles premium activewear and wellness brand was founded in 2007 by childhood friends Danny Harris and Marco DeGeorge. Its name stands for "air, land, and ocean." Initially focused on yoga clothing, it now sells broader athletic apparel, footwear, skincare, and luxury accessories. The brand received a boost when celebrities Taylor Swift, Bella Hadid, and Hailey Bieber wore its products.
Alo Yoga's expansion has included more stores, broader product categories, and stronger distribution. In 2023, the company hired Moelis to explore investment options at a potential valuation of roughly $10B, but no deal was announced. Earlier this month, Alo announced a nearly $176M national fulfillment-and-distribution project in Southaven, Mississippi, supporting nationwide delivery.
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