Who Owns Alo Yoga in 2025? Inside the Brand's Billionaire Success Story

Danny Harris and Marco DeGeorge maintain complete ownership of Alo Yoga, the athleisure brand they founded in Los Angeles in 2007. Despite reaching a $10 billion valuation in late 2023, the childhood friends have never sold equity to outside investors.

Their financial trajectory tells a compelling story. Sales exploded from $200 million in 2020 to over $1 billion in 2022. Color Image Apparel, their parent company, generated nearly $2 billion in revenue during that same period—a tenfold increase since 2020. Harris serves as CEO while DeGeorge operates as co-owner, splitting control equally between them.

The brand's expansion strategy extends far beyond traditional activewear. Celebrity endorsements from Taylor Swift, Bella Hadid, and Hailey Bieber helped establish cultural credibility. Meanwhile, product diversification into skincare in 2021 and supplements in 2024 created new revenue streams. The company now operates over 130 stores worldwide, many powered by solar energy.

This guide examines how two entrepreneurs built one of the most valuable private companies in athleisure. We'll explore their ownership structure, growth strategy, and expansion into wellness products that position them as serious competition to industry giants like Lululemon.

Who Owns Alo Yoga in 2025?

Harris and DeGeorge retain complete control of their athleisure empire, operating without outside investors or public shareholders. This private ownership structure has remained constant since the company's 2007 founding.

Alo Yoga remains privately owned

Investment interest peaked in late 2023 when reports surfaced that Alo Yoga was exploring potential funding options at a $10 billion valuation. Moelis, the investment bank hired to advise on these possibilities, presented various transaction structures, including selling a minority stake in the company.

The founders ultimately rejected all proposals. This decision preserved their unique corporate culture and strategic vision without external pressure from shareholders or market demands. According to industry analysts, such independence is increasingly rare among high-growth retail companies.

Parent company: Color Image Apparel

Color Image Apparel, Inc. serves as the umbrella organization for both Alo Yoga and Bella+Canvas, a wholesale t-shirt manufacturer. Harris and DeGeorge established this Los Angeles-based parent company in 1992, fifteen years before launching their yoga brand.

The diversified structure has generated substantial returns. Color Image reported over $1 billion in revenue during 2022. Business doubled between 2021 and 2022, according to CEO Harris's statements to the Wall Street Journal. This growth trajectory positions the parent company as a major force in both wholesale manufacturing and premium retail.

Co-founders hold 100% ownership

Harris operates as chief executive officer, managing daily operations and long-term strategy. DeGeorge maintains equal ownership stakes as co-founder, with both splitting decision-making authority evenly.

Their ownership model defies industry norms. Most successful startups dilute founder equity through investment rounds to fuel expansion. The fact that Alo Yoga achieved a $10 billion valuation while maintaining 100% founder ownership demonstrates exceptional business execution and strategic discipline.

Meet the Founders: Danny Harris and Marco DeGeorge

Danny Harris and Marco DeGeorge built their friendship in Los Gatos, a San Francisco suburb where both discovered their entrepreneurial instincts early. Their partnership would eventually create one of the world's most recognizable athleisure brands, but the path started with personal healing and teenage ambition.

Early friendship and business ventures

The entrepreneurial spark ignited during their high school years. Harris and DeGeorge began making T-shirts for a local Los Gatos business while still seniors. Rather than following traditional college routes, they launched their own screen printing company immediately after graduation.

This first venture evolved into Color Image Apparel in 1992. Their wholesale manufacturing operation grew steadily, eventually creating Bella+Canvas—now one of America's largest T-shirt manufacturers. Success came through persistence and understanding the basics: quality products delivered consistently.

How yoga became personal for both

Personal pain led both founders to yoga, though through different paths. DeGeorge underwent back surgery at age 11, discovering yoga about a decade later as part of his recovery process.

"It started out with an injury but it got me to do things that would change my life," DeGeorge explained in a 2018 promotional video. Harris found yoga while seeking relief from anxiety. Both men experienced yoga's therapeutic benefits firsthand—physical healing for DeGeorge, mental relief for Harris.

This shared understanding of yoga's transformative power would later shape their entire business philosophy.

From screen printing to global brand

The pivot happened in 2007 when Harris and DeGeorge launched Alo Yoga. The name represents Air, Land, and Ocean—a reflection of their environmental values from the beginning.

"We decided to mix something we love with something we're good at: making products, making clothes," DeGeorge stated.

Harris added clarity to their mission: "We wanted to inspire people into yoga by designing what we believed to be the most exceptional product to practice."

Their approach differed from typical athletic wear companies.

Instead of focusing purely on performance, they emphasized yoga's restorative powers and mindfulness benefits. This philosophy continues driving their business decisions today, from sustainable manufacturing to community-focused retail spaces.

Takeaways

Both founders experienced yoga's healing benefits before building their business, creating authentic brand messaging that resonates with customers seeking wellness solutions.

Alo Yoga's Rise to a $10 Billion Valuation

Harris and DeGeorge have built one of the fastest-growing private companies in athletic apparel. The pandemic accelerated demand for comfortable activewear, but their strategic decisions during this period set them apart from competitors who struggled with supply chain disruptions.

Revenue growth from 2020 to 2025

The founders capitalized on shifting consumer behavior when traditional retail struggled. While many brands faced inventory challenges, Alo Yoga's manufacturing expertise through Color Image Apparel provided stability. This operational advantage helped them capture market share during a critical period.

Revenue doubled between 2021 and 2022 alone, according to CEO Harris's statements to the Wall Street Journal. The parent company's diversified portfolio—including wholesale giant Bella+Canvas—created multiple revenue streams that supported Alo's expansion. This business structure proved particularly valuable during economic uncertainty.

Investment talks and Moelis involvement

Reports surfaced in late 2023 about potential investment opportunities valuing the company at $10 billion. Investment bank Moelis was hired to explore various transaction options, including selling a minority stake to fuel further expansion.

The founders ultimately chose independence over capital. This decision reflects their confidence in organic growth and desire to maintain creative control. Most rapidly scaling brands eventually accept outside investment, making their choice particularly noteworthy in today's venture-driven market.

Comparison with competitors like Lululemon

Alo's private valuation positions them as serious competition to established players:

• Market Position: Lululemon's $48 billion market cap in 2025 represents mature market leadership, while Alo's $10 billion private valuation shows remarkable growth potential for a founder-owned company

• Growth Velocity: Alo's tenfold revenue increase from 2020 to 2025 outpaced most established competitors during the same period

• Retail Strategy: Lululemon operates more global locations, but Alo's 130+ stores represent rapid scaling in just a few years

Harris and DeGeorge have created genuine competition for industry leaders while maintaining complete ownership—a rare achievement in today's retail landscape.

How Alo Yoga Became a Lifestyle Powerhouse

Harris and DeGeorge have systematically expanded Alo Yoga beyond activewear into a multi-faceted wellness empire. Their diversification strategy targets every aspect of their customers' health and lifestyle routines.

Expansion into skincare, supplements, and wellness

The founders launched clean beauty products free of artificial ingredients, positioning themselves directly against traditional cosmetics brands. Their Alo Stackable Wellness System™ introduced three highly absorbable capsule formulas in 2023.

The Superfood Multivitamin, Chill, and Energy Pop capsules contain no artificial flavors, sweeteners, colors, preservatives, sugar, soy, dairy, or gluten. This clean ingredient approach appeals to health-conscious consumers who prioritize transparency in their wellness products.

Alo Moves and digital fitness offerings

Alo Moves, their online fitness platform, charges $12.99 monthly for access to thousands of on-demand classes across more than 20 styles including yoga, fitness, meditation, and mindfulness.

Over 80 world-class instructors contribute content, with the platform adding over 100 new options monthly. Specialized programming targets specific wellness goals like improved sleep or enhanced focus. Members can access the complete studio experience from any location.

Global retail growth and Alo Sanctuaries

Store count jumped from 10 locations in early 2023 to over 100 by the end of 2024. These "Alo Sanctuaries" feature built-in yoga studios and organic cafes, creating community gathering spaces rather than traditional retail environments. International expansion includes new locations in London, Paris, Bangkok, and Malaysia.

Each sanctuary hosts regular events, serves organic food, and offers wellness activities like reiki sessions and astrology readings. This experiential retail model strengthens customer loyalty while generating additional revenue streams beyond product sales.

Key takeaways from Alo Yoga's ownership success

Harris and DeGeorge's choice to reject outside investment while reaching a $10 billion valuation represents a rare achievement in modern retail. Most companies at this scale have long since diluted founder control through multiple investment rounds.

Their strategic approach offers valuable lessons for businesses in any industry. The founders built multiple revenue streams—from digital fitness platforms to clean beauty products—while maintaining their core brand identity. This diversification strategy helped them weather market changes and capture different customer segments without losing focus.

Strategic implications for other businesses:

Private ownership enabled rapid decision-making without board approval or shareholder pressure. This flexibility allowed Alo to expand into wellness products and experiential retail concepts that might have faced resistance from traditional investors focused on short-term returns.

The personal connection to yoga's healing properties shaped every business decision, from sustainable manufacturing to community-focused retail spaces. Companies that align commercial success with founder values often build stronger customer loyalty and brand authenticity.

What this means for the athleisure market:

Alo's success proves that established players like Lululemon face serious competition from brands that understand evolving consumer preferences. The integration of digital fitness, clean wellness products, and community experiences represents the future of lifestyle marketing.

For entrepreneurs building consumer brands, Alo's journey demonstrates how maintaining control can lead to better long-term outcomes than accepting early investment. The founders' patience in building sustainable growth has created a more valuable company than rapid scaling through external capital might have achieved.

FAQs

Q1. Who are the current owners of Alo Yoga?

Alo Yoga is privately owned by its original founders, Danny Harris and Marco DeGeorge, who established the brand in Los Angeles in 2007 and maintain 100% ownership.

Q2. How has Alo Yoga's revenue grown in recent years?

Alo Yoga's revenue has grown exponentially, increasing from $200 million in 2020 to over $1 billion in 2022, with the parent company, Color Image Apparel, generating nearly $2 billion in total revenue that year.

Q3. What products and services does Alo Yoga offer beyond activewear?

Alo Yoga has expanded into skincare, supplements, and wellness products. They also offer Alo Moves, a digital fitness platform with on-demand classes for yoga, fitness, meditation, and mindfulness.

Q4. How many retail locations does Alo Yoga have?

As of 2025, Alo Yoga has over 130 stores worldwide, many of which are called "Alo Sanctuaries" and feature yoga studios, organic cafes, and community events.

Q5. How does Alo Yoga compare to competitors like Lululemon?

While Lululemon has a larger market cap, Alo Yoga's growth rate has been remarkable, with its revenue increasing tenfold from 2020 to 2025. Alo Yoga has also maintained private ownership while achieving a $10 billion valuation.