Who Owns Alo Yoga?

Alo Yoga is an American direct-to-consumer (DTC) activewear brand based in Los Angeles, California. The athletic apparel retailer was founded in 2007 by childhood friends Danny Harris and Marco DeGeorge, who were interested in yoga as a treatment for anxiety and back injury.

Alo is an acronym for air, land, and ocean. In Nov 2023, Alo Yoga’s valuation was around $10 billion. [1]

Alo Yoga operates in the competitive and fast-growing activewear sector. The brand is grabbing market share from leaders, including yoga-inspired athleisure pioneers Lululemon and Athleta.

It has 63% shopper overlap with activewear powerhouses like Lululemon. As of Apr 2024, Alo Yoga was the N#15 choice among upper-income teens. The brand rose 9 spots from #24 within a few months. Alo Yoga seeks to increase its growth by leveraging virtual experiences, including digital wearables and virtual stores. [2]

Alo Yoga is a fast-growing DTC brand. The apparel retailer is expanding its retail network to reach more consumers. In Jun 2023, Alo Yoga announced plans to open over 50 new stores, including its first locations in Paris and London. The company started 2023 with 10 stores across the US and Canada and increased the count to 43 by Jun 2023. As of Apr 2024, Alo Yoga operated 66 locations in the US alone. [3]

Alo is a lifestyle brand offering yoga-inspired activewear. It rose to fame after several A-list celebrities adopted Alo’s athletic apparel as their official off-duty uniform. Kendall Jenner, Hailey Bieber, Candice Swanepoel, Gisele Bündchen, and Bella Hadid have proven their affiliation with Alo.

In Mar 2024, the brand selected K-pop star Jisoo as the celebrity face of its spring 2024 collection. The assortment includes clothes and accessories for $24-$348. But who owns Alo Yoga? [4]

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Who is Alo Yoga’s Parent Company?

Alo Yoga is an activewear brand of Color Image Apparel, Inc., a clothing and accessories wholesaler and distributor based in Los Angeles. Color Image was founded in 1992. The parent company also owns Bella+Canvas, which manufactures blank t-shirts, hoodies, and other apparel for wholesalers.

In Oct 2023, Color Image was exploring an investment that values Alo Yoga at about $10 billion. The company is owned by Alo Yoga’s co-founders, Harris and DeGeorge. [5]

Alo Yoga has established itself as an emerging powerhouse in the activewear market. The parent company expanded the lifestyle brand beyond clothing and accessories to conquer the health and wellness category. It launched body care in 2020, skincare in 2021, hair care in 2022, and supplements in 2023. In May 2024, Alo Yoga released Chill Pop, Energy Pop, and Superfood Multivitamins. These beauty and wellness supplements expand the brand’s Alo Stackable Wellness System. Alo Yoga launched its new “Move into Wellness” celebrity campaign with Rosie Huntington, Jimmy Butler, and Radhi Devlukia to promote its retail and personal care collection. [6]

Alo Yoga sells its products online and through physical stores known as sanctuaries. The brand expanded into Canada in Sep 2022 after launching its first Canadian Alo Sanctuary in Toronto.

The activewear retailer partnered with Cadillac Fairview (CF) to expand its retail network across Canada. In Feb 2024, Alo Yoga opened its first Alo Sanctuary in Quebec. The 5,300 square foot store offers Alo Yoga’s collections, curated for the Canadian market. The brand now operates 83 Alo Sanctuaries worldwide. [7]

Color Image Apparel is committed to Alo Yoga’s expansion ambitions. The parent company invests in its retail network to serve its Alo Yoga and Bella+Canvas brands. In Jun 2021, Color Image opened a new 717,000-square-foot warehouse and distribution center in Cecil County, Maryland. The facility helped Alo Yoga and Bella+Canvas expand their reach and streamline order fulfillment. [8]

Image Credit: Avrielle Suleiman

Alo Yoga’s Ownership History

Danny Harris and Marco DeGeorge established Alo in Los Angeles in 2007 to spread good by bringing yoga to the world. The founders’ idea was to design activewear that unlocks yoga’s health benefits for everyone, from the world’s best yogis to beginners.

Alo delivered more than yoga’s transformative power. Celebrities and fashion-forward consumers adopted Alo on and off the yoga mat because it is the perfect street brand, contemporary, and comfortable. [9]

Yoga helped manage anxiety for co-founder Harris and back injury for co-founder DeGeorge. So, Alo Yoga’s origin was more personal than profit-driven. The brand offered merchandise to celebrities.

Kendall Jenner, Hailey Bieber, Candice Swanepoel, Gisele Bündchen, and the Hadid sisters endorsed Alo Yoga as their off-duty uniform. These A-list celebs catapulted the brand to fame after Alo was featured in several paparazzi photographs.

Alo differentiates itself from rivals by focusing on its sustainable efforts and yoga-endorsing designs. Since its founding, the brand has consciously incorporated wellness, eco-conscious culture, and ethical sourcing business-wide.

Alo is 100% sweatshop-free and platinum-certified by WRAP, the world’s top ethical manufacturing watchdog. The brand uses solar energy in its LA headquarters and produces activewear from eco-friendly raw materials, including recycled polyester and non-toxic dyes. These values helped Alo attract ethical and eco-conscious yogis globally. [10]

Alo initially offered apparel for yoga and stretching. Its products evolved into activewear for all workouts and started challenging giants like Lululemon, thanks to endorsements from A-list celebs.

The company is expanding beyond activewear to conquer other niches. In 2022, Alo Yoga unveiled its Alo Glow System skincare brand at New York Fashion Week. The retailer has also launched body care, hair care, and supplements.

In May 2024, Alo Yoga expanded its Alo Stackable Wellness System. The brand released three beauty and wellness supplements. [11]

Image Credit: Jade Stephens

Alo Yoga’s Shareholder Structure

Alo Yoga is a lifestyle and activewear brand of Color Image Apparel, Inc., a private company owned by Danny Harris and Marco DeGeorge. The co-founders are Alo Yoga’s co-owners, with Harris as the brand’s CEO.

They also co-own Alo Yoga’s parent company, Color Image Apparel. In Jul 2022, Danny Harris was part of the Business of Fashion 500. This list features innovators and disruptors in the fashionwear sector. [12]

Alo Yoga’s shareholder structure has two owners, Harris and DeGeorge. Its parent company, Color Image, generated over $1 billion in 2022 and doubled in size from 2021 to 2022. In Oct 2023, Alo Yoga founders hired investment bank Moelis to explore potential investors for the brand.

Image is considering several options, including selling a stake in Alo Yoga to private equity firms or sovereign wealth funds. An investment deal will change Alo Yoga’s shareholder structure. The brand’s valuation was about $10 billion as of Oct 2023. [13]

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