Levi's enters activewear market with Beyond Yoga acquisition

Jeans icon Levi’s has acquired American activewear brand Beyond Yoga for an undisclosed sum, thus expanding into a fast-growing market.

“To accelerate growth”

Beyond Yoga sells dresses and jumpsuits in addition to sports and casual clothing for women. Levi’s wants the brand to operate as a standalone division. It counts on additional sales of the equivalent of 85 million euros in the 2022 financial year, Retail Gazette writes. The deal would be completed during the fourth quarter.

Michelle Wahler, co-founder of Beyond Yoga, will remain on as CEO and will report directly to Levi’s chief executive, Chip Bergh. “We are honoured and excited to be part of the Levi Strauss & Co. family”, Wahler said. “Joining its portfolio will enable us to accelerate our growth by leveraging the experience and resources of its team and its global infrastructure.”