Lululemon rival Alo Yoga enters China market with online store on Alibaba’s Tmall

Alo Yoga, a Los Angeles-based yoga apparel brand and competitor to Lululemon, is launching its first online flagship store on Alibaba's Tmall platform on Wednesday. This digital debut precedes the brand's planned opening of physical stores in China. The expansion into China occurs amidst a growing and competitive premium athleisure market, where both new yoga brands and domestic sportswear companies are vying for similar consumers. Alo Yoga joins other niche foreign brands, such as Church's Texas Chicken and Mueller, in entering the Chinese market to pursue growth opportunities.