Levi Strauss’ Beyond Yoga has appointed Nancy Green, former Athleta CEO and seasoned Gap veteran, as its next chief executive in a bid to expand beyond its initial foundation and compete with industry giants like Lululemon, as well as emerging brands such as Alo Yoga and Vuori.
Founder Michelle Wahler and Chief Operating Officer and Chief Financial Officer Jesse Adams of Beyond Yoga will step down, with Green taking over on February 1, according to a company news release. Wahler and Adams will continue as advisors to facilitate a smooth transition.
The decision comes as Beyond Yoga seeks to grow and distinguish itself in a highly competitive athletic apparel market. Established players like Lululemon and Nike have traditionally dominated the sector, with Athleta, owned by Gap, following closely behind. However, newcomers like Alo Yoga and Vuori have been gaining ground, posing a challenge to established brands and capturing market share.
During the holiday shopping season in December, Lululemon customers allocated 7.1% and 3% of their spending on active and athleisure categories to Vuori and Alo Yoga, respectively, according to BTIG’s Janine Stichter. This highlights the increasing competition in the sector.
In the most recent quarter ending Aug. 27 for Levi’s, Beyond Yoga experienced a 25% increase in sales. In Gap’s quarter ending Oct. 28, Athleta witnessed an 18% decline in sales.
As these companies vie for market share, there has been a trend of talent poaching, with executives moving between companies. In August, Athleta appointed former Alo Yoga President Chris Blakeslee as its next CEO. Now, Green, former Athleta CEO, is joining Beyond Yoga, marking a notable shift in leadership within the industry. levi stadium levi's 501 levi 501 luxor levi's 501 luxor levi 501 jeans women 501 levi jeans sydney sweeney jeans anyone but you nancy green levis 49ers levi outlet levi's 49ers levis 501 luxor levi 501 luxor wash levis 512 levi's baggy dad jeans levis ribcage 49ers levis levi wedgie jeans levi's 49ers collection 49ers levi's collection levis sale levis 514 mens jeans black levi jeans 501 levi's levis 501 jeans
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