Spreading the word of wellness in Israel as well, alo yoga (Photo: Public Relations)
Thanks to the growing awareness of a healthy lifestyle among Israelis in general, the audience of ACTIVE fashion consumers in recent years has grown significantly, at a faster pace and in higher volumes than expected, which can also be seen as a reason for the abundance of brands in the category that have recently been born in Israel and abroad.
The corona virus and the period of closures we experienced instilled in the general consciousness the high importance of wellness, and many adopted a more correct lifestyle that includes, among other things: work-home balance, moderate sports activity, mindfulness, and a more natural look (at least when it comes to clothing).
The fashion trend is to prioritize the feeling of comfort over a fashionable, meticulous and cold look and alo whose initials reflect Air, Land, Ocean (earth, air and ocean) advocates exactly this style, a clothing style that goes from the studio to the street, a combination of fashion and lifestyle that starts on the mattress and goes on , to other areas of life.
It seems that the image and message of the American premium brand alo yoga, which is considered the fastest growing active brand in the world and is now entering for the first time with physical stores, also in Israel - answers all these.
The store in Israel is the first to be opened for the brand outside the borders of the USA and Canada, alo yoga (Photo: Foreign PR)
"The volume of sales to Israelis does not fall short of that of a large chain"
The alo yoga brand, which until a few years ago was sold online only, began opening physical stores in 2018 at a careful and safe pace when 3 stores were opened that year, 15 stores were opened in 2021, 40 stores in 2022 and about 50 more stores are due to open during 2023.
With a climate Reminiscent of LA, and with a developing awareness in the sense of the lifestyle we mentioned, the coveted brand chose Israel as the first western country in the world outside of the USA and Canada to open a chain of stores
. Enormous, so much so that it can be compared to the sales volume of a large chain of physical stores nationwide. Based on this figure, alo yoga realized that Israel could be a fertile ground for the development of the brand with optimistic expectations for its rapid assimilation and here it is: the brand's first store in Israel Will open next week (January 26) at the TLV mall in Tel Aviv.
Wow!
It was reported that the location of the stores was determined after segmentation of the purchase data from Israel, and it appears that a very large share of the brand's Israeli consumers live in the center of Tel Aviv.
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First details
Not only for women: not many know, but the brand crosses genders and appeals to everyone (Photo: Foreign Relations)
An investment of about NIS 1 million in the establishment of the first store
The first store of alo yoga, which will be opened in the TLV mall, will be the brand's flagship store in Israel, and about one million shekels was spent on its construction.
As mentioned, this is the first store in the Western world to be opened outside the borders of the United States and Canada, and it will be spread over 500 square meters.
A second store for the brand will open in the Ramat Aviv mall in the second quarter of 2023 and the brand will also be sold as a "store-within-a-store" concept in the network. Story', with the first location being in Story's flagship store in Dizingoff Square.
Later, alo yoga, in cooperation with the franchisees in Israel, is preparing to collaborate with yoga studio owners, one of the leading in Israel, in order to deploy additional points of sale through them. As part of the collaboration, there will be a sale of the brand's items In the studio directly to the client and also, to market the brand's cosmetic line products, after approval by the Ministry of Health.
The alo yoga stores in Israel will be designed according to the design line of the brand in the world (photo: PR)
How much will we pay in Israel compared to the international website?
And what about the prices?
It was promised that the price paid in the stores would be the same as the final price paid on the brand's online website when ordering from abroad. ", said Uri Raiz, founder and owner of the 911 Fashion Group, which owns the Israeli franchise to operate alo yoga in Israel.
An Israeli website for the brand is not planned to open, so for Israeli consumers the option is to purchase here, in the physical stores or on the international website, and if a promise of the same price, you might prefer Measure (and replace if necessary), locally and directly.
The price ranges for brand items will range from NIS 60 for socks to NIS 1,300 for a coat.
A combination of fashion and lifestyle with a clothing style that goes from the studio to the street, alo yoga (Photo: PR)
"A combination of lifestyle with functionality and a healthy and environmentally conscious lifestyle"
alo yoga, is a premium lifestyle brand that was founded in 2007 in Los Angeles and set its flag on promoting yoga in the world, spreading the mindfulness movement, inspiring wellness and developing community.
Danny Harris, founder and CEO of alo yoga: "The decision to enter the Israeli market is part of the brand's growth strategy.
We are excited about the connection with our Israeli community through the new stores.
Our expansion model is focused on spreading the movement, mindfulness and wellness, and this is our first step towards getting to know the Israeli community." The
911 fashion company stated: "We are happy to add the alo yoga brand to the list of brands that we represent in Israel and are excited to connect the bustling community with one of the strongest brands in the wellness world .
alo is a distillation of many values that we believe in: a combination of fashion and lifestyle, meeting functional needs and a healthy and environmentally conscious lifestyle."
alo, like our other brands, is a groundbreaking brand, with a value and responsible agenda.
His story is an exciting chapter in the world of international fashion, a unique story that affects the worlds of sustainability, social responsibility and fair trade all over the world.
We are sure that entering the Israeli market will be a success story and are excited to be part of the global alo community."
911 Fashion was founded in 2001 by Uri Raiz with a vision to connect the best brands in the world and in Israel to the local audience. The company represents brands with a green agenda that support sustainability and social responsibility Among the brands it represents and distributes, you can find Scotch & Soda, Veja, AllSaints, Herschel: Nudie Jeans, Vagabond, and others.
911 Fashion owns a store chain: story, which has 14 branches throughout Israel, and operates one of the most popular e-commerce sites in Israel for fashion and lifestyle.
alo yoga is coming to Israel (photo: foreign public relations)
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