Beyond Yoga is one of the hottest activewear fashion brands right now. Like many companies, they’re focused not just on expanding their retail footprint but on creating chic, experiential places to shop. This is especially true of the brand’s eighth location—and its first on the East Coast—in Greenwich, Connecticut.
Located at 197 Greenwich Avenue, the store was designed under the creative direction of the brand’s CEO, Nancy Green. She played an integral role in shaping the vision of the space to reflect Beyond Yoga’s core principles: comfort, authenticity, warmth, and connection. The rest was a collaboration between the Beyond Yoga store team, led by Vice President of Retail Danielle Zingler, and design firm Bednark.
Welcome To Greenwich
Beyond Yoga currently has several stores in California, as well as Seattle and Chicago, but this location truly stands out. “This is our largest store to date and features our most comprehensive assortment—spanning women’s, maternity, and men’s. It also introduces a distinct opportunity to merchandise into color and various active lifestyle concepts, including dedicated spaces for activewear, court sport collections, as well as travel and lifestyle products,” says Green.
While Manhattan might be the first place one would assume there would be a store opening, the executive reveals that Connecticut made more sense. “We look at both data and cultural fit when choosing a location. Greenwich has long been one of our top-performing e-commerce markets, and we saw an opportunity to deepen our relationship with that community. When the right space became available, it felt like the perfect moment.”
This large store features Beyond Yoga’s full assortment—women’s, maternity, and men’s. With six distinct shop-in-shop concepts and five spacious fitting rooms, it’s an ideal place to shop for everything from active to lounge wear and casual clothes.
Beyond Design
With a organic modern aesthetic and lots of curved lines, Green describes the store as elevated yet grounded. “It’s warm, inviting, and inspired by the active lifestyle of our community. We used natural materials and soft, curved shapes to reflect the ease and fluidity that’s core to both our product and our philosophy.”
Her goal was to ensure the space reflected the full lifestyle expression of the brand—not just a place to shop, but a destination that embodies Beyond Yoga’s values. “We wanted the space to feel like an extension of the Beyond Yoga brand—open, calming, and rooted in comfort. We blended natural materials with preserved historical details and soft, curved architectural shapes to create a space that is welcoming and showcases our product. The fitting room experience was equally important to create a comfortable space with our unique service.”
A mix of old and new—the social media–worthy logo wall is a fresh addition, just steps from the original store windows.
One of the most unique features is the shiplapped walls. This not only gives the store a cleaner aesthetic but also allows for easier merchandising. This is different from the current store concept and gives the space a richer feel overall.
Green also reveals that curved lines were central to the design. “They represent softness, comfort, and movement, which is how we want our clothing to feel. They also help create a natural flow through the space and encourage a sense of ease.”
With curved display tables and a round logo wall, the shop feels calm and relaxing.
The Patio
One of the best features of this space is the patio. This space will be home to community events during the warmer weather months. Plans include wellness classes, brand collaborations, and charitable shopping events that give back to the Greenwich community.
Green tells me, “Community is at the heart of Beyond Yoga.We want our stores to be more than just places to shop; they’re places to connect.”
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