Debut in Berlin: Alo opens first store in Germany

US sportswear brand Alo has opened its first store in Germany in Berlin-Mitte. The yogawear specialist chose the popular shopping district of Hackescher Markt for its location. At Münzstraße 21-23, Alo now offers womenswear and menswear, footwear and accessories across an area of approximately 557 square metres.

The move into Germany marks “a significant milestone for the brand's European expansion,” the sportswear provider announced. “Germany is an important market for Alo, and we are very excited to begin our journey here in Berlin,” explained Benedetta Petruzzo, the company's international CEO, in a statement. “The city's creative energy provides a unique setting for our Californian-rooted approach to premium apparel and wellness.”

The company is approaching its market entry “with a long-term perspective,” stressed Petruzzo. The first flagship store in the country now gives Alo “the opportunity to deepen our relationship with the local community and become part of their daily lives”.