Levi Strauss to acquire activewear brand Beyond Yoga

Levi Strauss has announced that it has signed a purchase agreement for the Beyond Yoga brand, with the transaction expected to close during the fourth quarter of 2021.

This acquisition will bring the Beyond Yoga brand to more consumers through direct-to-consumer expansion, including brick-and-mortar retail, gender and category growth, and further development of the wholesale footprint with premium partners.

With this transaction, LS&Co. enters the activewear category, complementing its growing women’s business and enabling it to allocate its global resources and infrastructure to significantly expand Beyond Yoga, building on its largely digital ecosystem.

Headquartered in Los Angeles, California, Beyond Yoga is a body positive, premium athleisure apparel brand focused on quality, fit and comfort for all shapes and sizes. The company was founded in 2005 to promote body positivity, honouring and celebrating every body from XXS-4X.

LS&Co.’s brand-building capabilities will help Beyond Yoga grow globally as it capitalises on the continued consumer uptake of casualwear and wellness trends.

Chip Bergh, President and Chief Executive Officer of LS&Co, said: “This acquisition establishes LS&Co.’s presence in the fast-growing activewear segment with a brand with tremendous growth potential.

“The foundation the Beyond Yoga team has built, combined with LS&Co.’s resources, global reach and scale, make me confident that Beyond Yoga will become a powerful growth engine for LS&Co. and help drive our strategic priorities. Beyond Yoga’s values-led approach to business, centered on inclusivity and authenticity, makes it a natural fit to our company portfolio. We look forward to welcoming the Beyond Yoga team to LS&Co.”

Following completion of the transaction, Beyond Yoga will operate as a standalone division within LS&Co. Co-Founder Michelle Wahler will continue to be Chief Executive Officer of Beyond Yoga and will report to Chip Bergh.

Michelle Wahler added: “We are honoured and excited to become a part of the LS&Co. family. Joining their portfolio will enable us to accelerate our growth by leveraging the experience and resources of their team and their global infrastructure. We are thrilled to have LS&Co. help us expand our brand to a wider audience, as we continue to promote our mission of inclusivity and acceptance for all.”