Los Angeles-based yoga apparel brand Alo Yoga, a rival of Lululemon, will open its first online flagship store on Alibaba Group Holding’s e-commerce platform Tmall on Wednesday, ahead of launching bricks-and-mortar stores in China.
The move comes as China’s premium “athleisure” market grows increasingly competitive, with emerging yoga brands and domestic sportswear makers targeting similar consumer groups.
Alo is among a group of niche foreign brands – including American fast-food chain Church’s…

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