{
  "slug": "beyond-yoga-2026-07-22t00-3",
  "company": "Beyond Yoga",
  "headline": "Lifestyle categories now drive majority of revenue; DTC revenue up 40% year-over-year",
  "topic": "{Stash Edge — Bundling Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/fashion/an-evolution-of-the-brand-lifestyle-categories-are-now-driving-the-majority-of-beyond-yogas-revenue/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/beyond-yoga-2026-07-22t00-3",
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    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Bundling Play}\n◆ GOLD · Category expansion and DTC growth · Beyond Yoga\n\nLifestyle categories now drive majority of revenue; DTC revenue up 40% year-over-year.\n\nThis is the unsexy play that actually compounds value. Beyond Yoga owned yoga apparel, so they earned the right to own 'what you wear when you're not at the studio.' Their customers already trusted them, so selling them loungewear or wellness felt natural, not random. And because DTC is 40% growing faster than wholesale, they're not begging retail buyers for placement — they're walking in with proven demand. Your job this week: name one product category your customers buy from competitors and sketch a private-label version you could test in email first.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/beyond-yoga-2026-07-22t00-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/beyond-yoga-2026-07-22t00-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/beyond-yoga-2026-07-22t00-3",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Bundling Play}\n◆ GOLD · Category expansion and DTC growth · Beyond Yoga\n\nLifestyle categories now drive majority of revenue; DTC revenue up 40% year-over-year.\n\nThis is the unsexy play that actually compounds value. Beyond Yoga owned yoga apparel, so they earned the right to own 'what you wear when you're not at the studio.' Their customers already trusted them, so selling them loungewear or wellness felt natural, not random. And because DTC is 40% growing faster than wholesale, they're not begging retail buyers for placement — they're walking in with proven demand. Your job this week: name one product category your customers buy from competitors and sketch a private-label version you could test in email first.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/beyond-yoga-2026-07-22t00-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/beyond-yoga-2026-07-22t00-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/beyond-yoga-2026-07-22t00-3",
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      "label": "Bluesky",
      "body": "{Stash Edge — Bundling Play}\n◆ GOLD · Category expansion and DTC growth · Beyond Yoga\n\nLifestyle categories now drive majority of revenue; DTC revenue up 40% year-over-year.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/beyond-yoga-2026-07-22t00-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Lifestyle categories now drive majority of revenue; DTC revenue up 40% year-over-year",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nBeyond Yoga's overall sales grew 14% year-over-year last quarter, while direct-to-consumer revenue reached 40% growth, with lifestyle categories outside the original yoga positioning now driving the majority of revenue, per Glossy.\nHere's the cool part — the lever almost everyone misses (and you don't have to): one strong category gives you permission to expand into adjacent ones your audience already buys from somewhere else. Beyond Yoga didn't invent new lifestyle categories — they claimed ones their customers were already shopping for (loungewear, accessories, wellness). The play: map three product categories your current customers buy from *other brands* monthly, then test one as a private-label bundle. Don't announce the expansion; let the DTC channel prove it sells, then take that 40% growth rate to retail buyers as proof of demand.\nWhat that means for you: This is the unsexy play that actually compounds value. Beyond Yoga owned yoga apparel, so they earned the right to own 'what you wear when you're not at the studio.' Their customers already trusted them, so selling them loungewear or wellness felt natural, not random. And because DTC is 40% growing faster than wholesale, they're not begging retail buyers for placement — they're walking in with proven demand. Your job this week: name one product category your customers buy from competitors and sketch a private-label version you could test in email first.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/fashion/an-evolution-of-the-brand-lifestyle-categories-are-now-driving-the-majority-of-beyond-yogas-revenue/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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