Alo Yoga insists that consumers will want to buy leggings and moisturizer from the same brand.
The direct-to-consumer brand, best known for its sportswear, is expanding its product portfolio with the introduction of the Alo Glow System skin care line. It debuts with five products starting with the basics of any skin care regimen: a cleanser, a serum, a moisturizer, a body wash, and a body oil.
At first glance, the move may seem unexpected for Alo – his product range consists almost exclusively of active clothing or accessories that are directly related to yoga practice, such as mats or blocks. However, according to Danny Harris, co-founder and CEO of Alo Yoga, the move is more in line with thinking about Alo as a wellness brand than just an athletic one.
“We firmly believe that what you put on your body is just as or more important than what you put in your body,” said Harris. “If we were like a traditional sports company, you would probably prefer more conventional sports accessories. But it’s more about mindfulness and presence. I think natural progress for us is in the beauty space. “
Alo, which was founded in 2007, has already expanded a little beyond its core products into the wellness side in the past. For example, it sells a small selection of Mala meditation beads on its website. However, the introduction of the glow system represents an entirely new category for the brand. (After all, the pearls are still wearable.)
It’s a fitting moment for Alo’s expansion, however, considering it has been a good year making comfortable clothes. When orders for staying at home were received for the first time in March, cozy clothing items such as leggings and sweatshirts switched from clothing around the house to all-time clothing. And Alo Yoga is one of the brands that has benefited from that shift. Alo has seen total sales increase by 123% since 2019. In the digital area, business has quadrupled compared to the previous year.
The company’s development paved the way for it to be well equipped for this moment. This positioning went beyond Alo’s range of comfortable clothing: in 2017, the company acquired Cody, a streaming platform for yoga classes, and renamed it Alo Moves. When the gyms closed at the start of the pandemic, Alo was well positioned to capitalize on this shift in demand. Today, Alo Moves subscriptions are seven times higher year over year.
Aside from Alo’s success in adapting to the pressures of the past few months, it’s worth noting that the Glow system was in the works long before the pandemic broke – two years according to Harris. The product comes from an in-house team that was keen to find the right ingredients for healthy skin. The process ultimately led the team to focus on antioxidants.
The expansion into skin care is not intended to silence the two sides of the business, but rather to integrate them, Harris said. From a brand identity perspective, displaying both moisturizer and leggings in marketing materials at the same time completes a fuller picture of what Alo is all about.
“When we think of the Alo brand, we see it as a symbol of wellness and mindfulness and we say,” This alternative lifestyle is important to me, “he said,” and it includes many things, beauty and yoga. “
Alo is also a brand that has built a community online. In addition to Alo Moves, 90% of sales come from digital channels. Of course, its social media presence is robust with 2.8 million followers on Instagram, which is particularly high for a brand of this size. To put that number in perspective, sports giant Lululemon has 3.4 million followers and nearly 500 stores. Alo only has nine storefronts. Harris said he believes the community is busy enough with the brand that it will follow Alo wherever it leads, whether it’s a new yoga-centric product or skin care.