ALO Makes Its French Riviera Debut With New Stores, Hotel Martinez Takeover & Private Yacht

ALO has officially arrived on the French Riviera. The Los Angeles-based wellness lifestyle brand made its debut in France this May with two new store openings, a wellness takeover at one of Cannes’ most iconic addresses, and a 72-meter private yacht setting sail along the coast. For a brand built on the idea that luxury is defined by how you feel, the Riviera is exactly the right stage.

Photo Credit: Courtesy of ALO

The retail expansion came first. ALO’s Saint-Tropez location opened May 7 at 45 Rue Gambetta, followed by Cannes on May 11 at 62 La Croisette — two addresses that place the brand squarely at the center of the European summer circuit. Both stores carry men’s, women’s, and accessories collections, including the coveted ALO Bag Collection, bringing the brand’s California design sensibility directly to its global customer during their most traveled season.

The more immersive statement came on May 12, when ALO transformed the pier of the Hôtel Martinez in Cannes into a seaside wellness destination for the duration of the Cannes Film Festival and beyond. Forty custom sunbeds rendered in sun-kissed brown, ivory, and navy sit against the Mediterranean backdrop, each paired with an umbrella and side table. Guests can experience ALO wellness programming, enjoy a custom fresh juice menu from their sunbeds, and take part in beach yoga along La Plage du Martinez Pier, a Run Club along La Croisette, and Pilates classes in partnership with Pike Studio. The takeover runs through June 14 — and follows last summer’s successful debut at the Mandarin Oriental in Bodrum, marking ALO’s second resort wellness destination.

Photo Credit: Courtesy of ALO

“Cannes and Saint-Tropez mark a new chapter in how ALO shows up in Europe,” said Benedetta Petruzzo, ALO’s CEO of International. “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.”

Photo Credit: Courtesy of ALO

The wellness activations extend beyond the pier. In both Cannes and Saint-Tropez, in-store experiences include sound bowl healing, psychic readings, ear seeding, and journal customizations throughout the season. In Saint-Tropez, yoga classes at Hôtel La Ponche offer a more intimate, localized expression of the brand’s philosophy.

Setting sail on May 17, the ALO Voyage: Wellness Club at Sea brought the brand’s by-invitation wellness experience aboard a privately chartered yacht along the Riviera — timed to coincide with the Cannes Film Festival and the Monaco Grand Prix. The program includes private sessions spanning EMS training, Pilates, and personal training, alongside advanced recovery modalities including IV therapy, lymphatic drainage massage, and chiropractic care. It is, in essence, a floating extension of ALO’s Wellness Clubs — which currently operate in Los Angeles, New York City, Seoul, and London — brought to one of the world’s most culturally charged coastlines.

Photo Credit: Courtesy of ALO

“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. “We’re creating immersive spaces that invite our global community to move, reset, and connect against one of the most iconic backdrops in the world.”

ALO’s Cannes store is located at 62 La Croisette, Cannes, France. ALO’s Saint-Tropez store is located at 45 Rue Gambetta, Saint-Tropez, France. Shop at alo.com.