Alo Yoga

The company operates a hybrid direct-to-consumer retail and digital content model. Its core business is designing, sourcing and selling yoga and athletic apparel, footwear, accessories and related wellness and beauty products through its own e-commerce storefront and branded brick-and-mortar locations, with some wholesale placements via premium retail partners. It extends the brand into digital services via an on-demand fitness and wellness content platform offering a large catalogue of instructor-led classes across yoga and related disciplines.

Value is created by bundling apparel, lifestyle positioning and fitness instruction into a single ecosystem, using digital content and in-store experiences to increase customer engagement and repeat purchases. Cross-selling between apparel, beauty, accessories, higher-priced capsule collections and the subscription content platform aims to raise average order value and customer lifetime value.

Alo Yoga is a US-based premium athletic apparel and lifestyle brand owned by Color Image Apparel. It sells yoga and activewear, accessories, footwear, beauty products and higher-end fashion via its direct-to-consumer e-commerce site and a network of branded physical stores, and positions itself around yoga and wellness culture.

The company also operates a digital fitness and wellness platform offering on-demand yoga, fitness and meditation classes originally acquired as the Cody app and rebranded. Revenue comes primarily from direct retail sales of apparel and related products, supplemented by paid subscriptions and paid content bundles for its streaming fitness service. Customers are mainly consumers seeking premium yoga/athleisure clothing, wellness products and at-home guided fitness content worldwide.