ALO has made its French Riviera debut with new retail locations in Saint-Tropez and Cannes, alongside a seasonal wellness programme at Hôtel Martinez Pier and a private yacht experience.
The Los Angeles-based fashion and lifestyle brand opened its Saint-Tropez location on 7 May at 45 Rue Gambetta, followed by its Cannes store on 11 May at 62 La Croisette. The openings mark ALO’s first two locations in France and form part of its wider European expansion.
Both stores feature men’s, women’s and accessories collections, including the ALO Bag Collection. The locations bring the brand’s California design approach to the Côte d’Azur, targeting customers during the European summer travel season.
On 12 May, ALO also opened a wellness takeover at the pier of Hôtel Martinez in Cannes. The seasonal space, open until 14 June, has been developed as a seaside wellness experience during the Cannes Film Festival period and beyond.
The takeover at La Plage du Martinez features 40 custom sunbeds, each paired with an umbrella and side table. The design uses a palette of sun-kissed brown, ivory and navy accents, intended to reflect the Mediterranean setting while complementing the hotel’s Art Deco character.
Guests will be able to take part in ALO wellness programming and order from a custom menu that includes fresh juices served from their sunbeds. The Cannes project is ALO’s second resort wellness destination, following its 2025 debut in Bodrum at the Mandarin Oriental.
To support the openings, ALO will host a series of complimentary wellness activations across the Riviera. In-store experiences in Cannes and Saint-Tropez will include sound bowl healing, psychic readings, ear seeding and journal customisation.
In Cannes, the programme will extend to the waterfront with the ALO Run Club along La Croisette, beach yoga at La Plage du Martinez Pier and Pilates classes in partnership with Pike Studio. In Saint-Tropez, yoga classes will be held at Hôtel La Ponche.
“Cannes and Saint-Tropez mark a new chapter in how ALO shows up in Europe. There is a particular rhythm to the French Riviera in summer, the way people travel, gather, take care of themselves, and it connects deeply with what ALO stands for,” said Benedetta Petruzzo, ALO’s CEO of International. “From studio to street, ALO elevates wellness into a daily luxury, and now we want to be present in the destinations where our community lives the season. For me, it reflects exactly how we want to build ALO: close to our customers’ lives, with intention, and for the long term.”
Benedetta Petruzzo, CEO of International, ALO
“This moment on the Riviera reflects ALO’s belief that luxury is defined by how you feel. Summer really feels like the savasana of seasons, a time when you can take a moment of presence to recover while also recharging for what’s next,” said Summer Nacewicz, ALO’s EVP of Marketing & Creative. “At the Cannes Film Festival, and throughout the European summer season, we’re creating immersive spaces—from our beach takeover to our sanctuaries in Cannes and Saint-Tropez—that invite our global community to move, reset, and connect against one of the most iconic backdrops in the world.”
Summer Nacewicz, EVP of Marketing & Creative, ALO
On 17 May, ALO will introduce the ALO Voyage: Wellness Club at Sea, a by-invitation wellness experience aboard a privately chartered 72-metre yacht along the Riviera.
The yacht concept extends the brand’s Wellness Club model, which currently operates in Los Angeles, New York City, Seoul and London. The programme will include private sessions spanning EMS training, Pilates and personal training, alongside recovery services including IV therapy, lymphatic drainage massage and chiropractic care.
The activity will run during key European cultural and sporting moments, including the Cannes Film Festival and the Monaco Grand Prix.
Founded in Los Angeles in 2007, ALO specialises in performance-led clothing for movement and recovery, with a wider ecosystem spanning wellness products, community events and an online fitness platform.
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