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This indie fitness fashion brand is launching its own stores


Yogasmoga just announced plans to open retail stores—starting this summer in Greenwich, Connecticut. Meaning they won't be indie for long.
Yogasmoga
The soon-to-be storefront in Greenwich, CT. (Photo: Yogasmoga)

Fitness fashion brand Yogasmoga just announced plans to open stand-alone retail stores—starting this summer with a shop in Greenwich, Connecticut, and followed by many more.

While the world of workout style has been getting bigger and bigger, most of the newer brands have focused on online retail or selling at larger retailers, like Equinox, leaving the brick-and-mortar game to Lululemon and Athleta and the more athletic players, like Under Armour, Nike, and Reebok.

Yogasmoga debuted as an online-only brand with a small collection last February, but it doesn’t want to be “indie” anymore.

“For the past year, we’ve been laying a solid infrastructure,” says founder Rishi Bali, mentioning the many fabric innovations and improvements to the way the clothes fit that the brand has made. “Now we have a great foundation, and we’re building a really amazing building on top of it.” As in, literally.

The Greenwich store (which will include an entire floor for workout classes) is expected to open in August, followed by a Los Angeles location in Brentwood in October. Bali says they’re also in negotiations for stores in Chicago and Miami and that New York is, of course, on the radar. He expects lots of additional action to happen early next year, after the initial two stores are completed, and the company has brought on new designers (including one from the fashion world, who’s a CFDA award-winner) to continue to expand Yogasmoga’s collections.

“It’s going to pick up momentum really quickly,” he says. —Lisa Elaine Held

For more information, visit www.yogasmoga.com