Athletic apparel brand YogaSmoga is based in New York, but some of its manufacturing – and now all of its growth – is happening in Southern California.

The 2-year-old brand last week opened a retail store in Beverly Hills, its third location, and now has plans to open five more in California this fall.

Rishi Bali, co-founder and chief executive of YogaSmoga, said the decision to open additional locations in the state – rather than on the East Coast, where the brand is based – had a lot to do with the weather.

“YogaSmoga is a natural fit here as California residents take full advantage of yearlong sunshine to pursue wellness outdoors,” Bali said.

The company’s 1,700-square-foot Beverly Hills store is at the intersection of Rodeo Drive and Dayton Way. Shoppers can pick from men’s and women’s tops, pants and jackets. There is also an elixir bar and relaxation lounge. The company plans to host free yoga classes there, too.

Next up for YogaSmoga’s expansion plan are stores in La Jolla, Newport Beach and Malibu. It currently has locations in Brentwood and Greenwich, Conn.

YogaSmoga was co-founded in 2013 by Bali and his sister Tapasya. Headquartered in New York, the brand manufactures its clothing at facilities in the United States, including Los Angeles.

Rishi Bali credits the firm’s decision to manufacture locally as a reason for the brand’s growth.

“While most manufacturing today happens in low-quality environments in Asia, YogaSmoga makes the highest-quality products that are researched and developed in our labs in California and made in the USA,” he said. “We feel that our consumer wants quality and they want to shop with brands that make a positive difference.”

Manly Options

When Michael Elliot opened Hammer & Nails two years ago in Hollywood, he wanted to offer men a more comfortable environment when getting manicures and pedicures.

Now, Elliott has announced plans to expand nationwide by franchising his concept.

“Most men had no choice but to visit traditional femalecentric nail salons, which can often be awkward, embarrassing and uncomfortable,” Elliott said. “Hammer and Nails offers men hand and foot grooming in an environment specially designed for their comfort.”

No franchise deals have been announced yet, but the company is in talks with potential franchisees. Natasha Ray, general manager of Hammer & Nails Hollywood and vice president of training, said the pitch to potential franchisees is that it is a niche business with little direct competition.

Elliot said visitors to franchised Hammer & Nails locations can expect the same look and services available at the original location, such as oversized leather chairs with personal TVs and headphones.

Revolving Doors

Carlsbad lifestyle apparel brand Prana will open a location in Manhattan Beach at the Point in September. … Boutique spirits, wine and beer shop Courage & the Craft will open at downtown L.A.’s Grand Central Market this fall next to restaurant Eggslut. … Co-owners Breegan and Kristian Vallas will be opening Leona, a progressive California cuisine concept, in Venice this month. … Primitivo Wine Bistro in Venice received a new liquor license this month and has started serving cocktails. … Malibu Country Mart added L.A.-based women’s label Wildfox and organic juice bar and health store Sunlife Organics last month. Fitness studio Pure Barre is expected to open there this fall. … Pieology Pizzeria opened a location in Koreatown this month. … Blue Ribbon Sushi Bar and Grill opened this month at the Grove in Los Angeles. It’s the first West Coast location for the New York chain. … Food truck Cousins Maine Lobster opened its first brick-and-mortar restaurant this month in West Hollywood. … Pasadena gourmet hot-dog chain Dog Haus announced a 20-unit franchise deal in Dallas and Fort Worth, Texas, its first move into the Lone Star state. The chain already has locations in Arizona, Colorado, Utah and Nevada. … Downtown L.A.’s Homegirl Café opened a satellite location at Culver Studios in Culver City this month. … Walmart opened a location this month in Diamond Bar. … Huntington Beach’s SeaLegs Wine Bar opened its second location at the Los Angeles International Airport this month. … Sandwich chain Jersey Mike’s Subs opened its 100th store near LAX last month.

At Your Service

Shore Hotel in Santa Monica has named Joe Velasquez general manager. Velasquez previously served as director of sales and marketing at the Hollywood Roosevelt Hotel.

Staff reporter Subrina Hudson can be reached at or (323) 549-5225, ext. 251.

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