Alo Yoga, the Los Angeles–based lifestyle and wellness brand, has officially opened its first Wisconsin location at The Corners of Brookfield, marking another milestone in its U.S. expansion strategy.
The new 4,020-square-foot store opened its doors on Friday, August 15, 2025, introducing Wisconsin shoppers to Alo’s signature blend of performance activewear, elevated lounge apparel, and wellness essentials designed for both men and women.
A Weekend of Experiences
Alo Yoga is not simply entering the Wisconsin market with retail shelves—it arrived with a full weekend of immersive lifestyle events that reflect the brand’s ethos of mindfulness and community.
- Friday’s Grand Opening featured a DJ, acro-yoga performances, and exclusive gifts with purchase, drawing attention to the brand’s vibrant and energetic retail experience.
- Saturday, August 16, brought the Alo Runners Club 3K, connecting the community through fitness and movement.
- Sunday, August 17, closed the opening weekend with the Alo Recovery Wellness Walk, a mindful wellness activation designed to engage local audiences beyond fashion.
This approach highlights how Alo’s retail rollouts are increasingly blending shopping, wellness, and community engagement—a strategy that strengthens brand loyalty and positions Alo as more than just an apparel company.
Why This Matters for Retail & Franchising
The arrival of Alo Yoga at The Corners of Brookfield is significant for several reasons:
- Premium Positioning – Alo represents the new wave of lifestyle retail: a fusion of fashion, fitness, and wellness. It resonates with both Gen Z and Millennial consumers who are seeking more than just products—they’re seeking experiences.
- Market Expansion Strategy – By choosing Wisconsin, Alo signals confidence in non-coastal U.S. markets that have strong spending power and growing demand for wellness-oriented brands.
- Experiential Retail – The combination of a store opening with curated wellness events illustrates how premium brands are rewriting the retail playbook to prioritize community, participation, and emotional connection.
Local Impact
Robert Gould, CEO of Brookfield Corners, LLC, emphasized how Alo’s arrival reflects the reinvention of Market Street at The Corners, introducing a mix of premium, experience-driven tenants that align with evolving consumer preferences.
For Wisconsin, this marks the addition of a globally recognized brand that not only attracts fashion-conscious consumers but also reinforces Brookfield’s positioning as a retail and lifestyle destination.
About Alo Yoga
Founded in Los Angeles in 2007, Alo Yoga—short for “Air, Land, and Ocean”—has evolved from a yoga-inspired apparel line into a global lifestyle brand. Its “studio-to-street” collections are worn by celebrities, athletes, and wellness enthusiasts worldwide. With stores across North America and beyond, Alo continues to expand its footprint by combining premium product offerings with wellness-driven brand activations.
Star Brands Consulting Group Can Advantage
Star Brands Consulting Group specializes in helping yoga and wellness brands expand strategically into new markets. Whether it’s franchise development, retail expansion, site selection, marketing strategy, or experiential activations, we provide end-to-end solutions to ensure brands like Alo Yoga reach their growth potential efficiently and successfully.
From launching flagship stores to building franchise networks, supporting franchisees, or enhancing community engagement, our expertise empowers yoga brands to scale while maintaining their premium, wellness-focused identity. We work closely with franchisees, offering guidance on operational best practices, market entry, and growth strategies to ensure every partner succeeds.