Los Angeles-based luxury activewear brand Alo has unveiled a flagship store on Regent Street featuring its “studio-to-street” collection and a live tree.

Located at 150 Regent Street, the store spans 10,000 sq ft and sells the brand’s complete range of luxury high-performance activewear, loungewear and coordinated sets, which it says embodies “the fusion of fashion, function and fitness”.

Alo said the flagship represents a milestone as it substantially expands its European presence by bringing the brand to one of the world’s most iconic shopping destinations.

Its second UK store builds on the success of its debut at King’s Road, London, in 2023 and is designed to offer an immersive shopping experience with innovative interior design and ambience reflecting Alo’s brand pillars of Air, Land, and Ocean.

The store also features a live tree “symbolising growth and vitality, enhancing the store’s natural and harmonious atmosphere”.

Alo is scheduled to open two more stores in London as it doubles down on its bricks-and-mortar growth strategy, one on 75 Brompton Road in late August and one in Covent Garden later this year.

The brand has cultivated a community of celebrity ambassadors, including reality TV stars Kendall and Kylie Jenner, model Hailey Bieber and musician Taylor Swift.

Danny Harris, co-founder and co-chief executive, said: “We are excited to open our second store on London’s historic Regent Street. This store is more than just a retail space – it’s a chance to connect more deeply with our community.

“We aim to provide a space where our community can not only shop but also experience the mindful lifestyle that Alo represents, fostering connections and promoting mind-body wellness.

“We look forward to becoming a part of the vibrant London community and bringing our unique blend of fashion, performance and mindfulness to this iconic city.”

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