This major athleisure brand is opening its first Hong Kong flagship at K11 Musea

People often say, “When one door closes, another opens” – but in this case, when one brand vacates prime real estate, another one swoops in shockingly fast. Following the impossible-to-anticipate and much-lamented closure of British afternoon tea institution Fortnum & Mason earlier this year, it’s looking like the desirable waterfront space left behind by Fortnum’s has been snapped up by American athletic apparel retailer Alo Yoga.

Alo Yoga is famously loved and endorsed by celebrities, including Jin of BTS, Jisoo of Blackpink, Ningning of Aespa, Sana of Twice, and more. With household names like these attached to the brand, it’s no wonder Alo Yoga is gaining in popularity in this part of the world. In the realm of athleisure, Alo Yoga is giving its Canadian neighbour, Lululemon, a run for its money, though it’s been reported that Alo Yoga resonates more with the yoga and pilates crowd, while Lululemon holds up well in the high-performance segment. More than just sportswear, Alo Yoga has made a business out of promoting wellness as a lifestyle, offering accessories, branded gear, skincare, as well as the Alo Wellness Club app, with premium content ranging from guided workouts and self-care rituals.

Up until now, Alo Yoga did not have a physical presence in the Hong Kong market; its full collection is available for purchase online on aloyoga.com with shipping options to Hong Kong and a curated selection is also stocked at Lane Crawford. Its new two-storey space at K11 Musea spans 7,000 sq ft and will mark Alo Yoga’s first Hong Kong flagship. We’re still waiting for an official announcement from the brand, but with boardings already up and screaming the Alo Yoga name, it’s not hard to see what’s on the horizon.

For Alo Yoga evangelists, the flagship will no doubt be a shopping heaven. For those new to the brand, some of Alo Yoga’s bestsellers include the Alosoft Sincere Fitted Jacket, Serenity Wide Leg Sweatpant, Accolade Full Zip Hoodie, Alo Sunset Sneaker, and Sway Bootcut Sweatpant for casual and active days, and more dressy pieces like the Dreamscape Button Down Long Sleeve and the Suit Up Trousers.

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