05/10/2026
The path that ON is taking, namely closely tying itself to lifestyle and luxury brands as a sports brand, is much more consistent than that of a Swiss sports brand: Alo Yoga. It was only recently that the California brand teamed up with the fashion powerhouse „Vogue“ during the Milan Fashion Week (more here) to present its own yoga pants and bras in conjunction with luxury fashion. In addition, the brand has hired Benedetta Petruzzo, the former CEO of Miu Miu and Dior, starting at the beginning of the year, to expand the brand internationally, which has been heavily US-oriented so far.
And now it’s going to get really exciting, at least from a Swiss perspective: Because ALO Yoga will soon open the first Swiss store. But not in Geneva or Zurich, but in Gstaad, the high-society hangout in the Bernese Alps.
By the way, the landlord of Alo will become one of the most well-known residents of Gstaad in general, the former Formula 1 Zampano Bernie Ecclestone.
He is expected to receive an annual rent of around 1 million francs for the sales location on the promenade, estimates retail real estate expert Marc-Christian Riebe from the Prime Location Group.
ALO On Gstaad Saanenland Tourism