Born Living Yoga diversifies its offer and expands internationally to achieve sales of over 20 million euros
The sportswear brand Born Living Yoga celebrated its fifth anniversary in 2022 by launching its first men's collection and achieving sales of 14.5 million euros, a figure considerably higher than the 8.7 million euros recorded in 2021. This year, in addition to surpassing the 20 million euro sales mark, the brand is planning to enter key markets such as the United Kingdom and continue to expand its product offering.
"The year 2022 has been crucial for the company because we have laid the foundations for future growth, in terms of our team and professionalism. We have taken a big step forward to gain momentum," said Arianne Puig and Álvaro Roca, mother and son and co-founders of the brand.
"It was also a key year because we launched our men's collection, which has been very well received by both customers and retailers. The men's collection was a very big challenge: we are known as a women's and yoga brand, and by launching this line we were breaking those two notions," they said.
In addition to expanding its men's line and its racquet sports line, which was also launched last year, Born Living Yoga is aiming to diversify its offerings in 2023. Just a few days ago, it launched its women's fitness, high-impact and running fashion line, for which it hired influencer and entrepreneur Vikika Costa as ambassador. In a similar move, the brand made yoga instructor Xuan Lan the face of its main line.
"As a brand, the biggest challenge in new sportswear lines is to be seen as credible by consumers and achieve the positioning we are looking for in each segment," said the co-founders.
Strong focus on foreign markets
Born Living Yoga was founded as a digital company. Although its e-commerce currently accounts for 20% of its total sales, the brand also retails its products through 35 marketplaces and more than 250 multi-brand points of sale in Spain and abroad. In Spain, the brand currently retails in around twenty El Corte Inglés stores.
In 2022, the company took a step forward by entering the French premium retail market through Galeries Lafayette and entering the Mexican market, both online and offline, where, by the end of this year, it expects to have 70 physical points of sale.
In Europe, Born Living Yoga's main markets are Spain, France and Germany. In addition to strengthening its wholesale business in these regions, the company will focus its efforts this year on expanding into the Benelux region and the United Kingdom over the coming months.
With a solid and growing online and multi-brand retail presence, the question is inevitable: when is the Born Living Yoga flagship store arriving? "It's something that's been on our minds for a while, but the right time has yet to come," said Puig and Roca.
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