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US' Levi Strauss acquires Beyond Yoga to enter activewear category

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US' Levi Strauss acquires Beyond Yoga to enter activewear category

American clothing company Levi Strauss (LS&Co) has entered the activewear category by acquiring Beyond Yoga, a fast-growing, premium athletic and lifestyle apparel brand based in the US. The companies have signed a purchase agreement for the sale and the transaction will be financed with cash. It is expected to close during the fourth quarter of 2021.

Following closing of the transaction, additional financial and operational details about the acquisition will be provided. Beyond Yoga will operate as a standalone division within LS&Co and co-founder Michelle Wahler will continue to be its chief executive officer, the companies said in a joint media release.

The 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 LS&Co’s growing women’s business and enabling LS&Co to allocate its global resources and infrastructure to significantly expand Beyond Yoga, building on its largely digital ecosystem.

“This acquisition establishes LS&Co’s presence in the fast-growing activewear segment with a brand with tremendous growth potential,” said Chip Bergh, president and chief executive officer of LS&Co. “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.”

“We are honoured and excited to become a part of the LS&Co family,” said Brand Yoga co-founder and CEO Michelle Wahler. “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.”


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