American athleisure brand Alo Yoga has taken over a large 7,000 sq ft, two-storey waterfront store at Hong Kong’s K11 Musea. This space was previously held by British food retailer Fortnum & Mason, which exited on January 25. Alo Yoga’s move comes during a tough retail period marked by many store closures. Despite no formal announcement, the brand has put up hoardings and is hiring staff in Hong Kong. Founded in Los Angeles in 2007, Alo Yoga is known for lifestyle products endorsed by stars like Blackpink’s Jisoo and BTS’s Jin. The brand is expanding rapidly in Asia, with stores in Singapore and Bangkok and plans to open more in Beijing and Shanghai later this year. Michelle Chiu from JLL Hong Kong said, “Alo has had strong online demand from Hong Kong for years, but customers could never try the products in person. Opening a flagship [store] of this scale allows the brand to fully express itself, especially as it positions itself closer to fashion and lifestyle rather than purely athletic wear.” Unlike smaller outlets of brands like Lululemon, Alo’s stores often include yoga studios, wellness zones, and cafes. This experience-driven approach helps customers engage more deeply with the brand. Landlords are supporting such concepts as they boost foot traffic and social media buzz. Chiu added, “A flagship like this creates buzz, queues, online attention – it benefits the whole mall.” Economist Gary Ng from Natixis noted a shift in consumer spending toward wellness and lifestyle products. He said, “This is not a full recovery. It is selective and highly brand-dependent.” Alo’s entry aligns with this trend. Hong Kong remains a strategic hub for brands targeting the Asian market. Chiu commented, “As an international city, Hong Kong still works as a shop window for Asia. Having a flagship here gives brands credibility and visibility before they move deeper into the mainland.” Ng highlighted the city’s low tax, location near China, and tourist flow as key advantages. Alo is set to open new stores in Beijing’s Sanlitun and Shanghai’s Jing An Kerry Centre in the second quarter of this year, increasing its regional presence. This makes Hong Kong a perfect launchpad for Alo Yoga’s Asia ambitions. Said Ng, “It’s about the right brands, with the right positioning, finding opportunities in a very selective market.”