ALO, Johnnie-O To Join Sephora In New Bethesda Row Shops

BETHESDA, MD — 2026 began with the opening of Sephora on Bethesda Row, with ALO and Johnnie-O set to join the retail and restaurant lineup later this year.

Sephora opened earlier this month, as one of several new in-demand brands to join the retail lineup. The beauty retailer known for its selection of skincare, makeup, fragrance, and haircare, opened a 6,718-square-foot store next to Joe & The Juice, according to a news release.

This spring, the neighborhood will be introduced to Johnnie-O, a Southern California lifestyle brand for men, women and boys that combines “East Coast preppy” with “West Coast ‘dude’” to a create a lifestyle brand referred to as West Coast preppy.

Wellness lifestyle brand ALO will also join the retail mix, bringing its focus of inspiring mindful movement, creating community and supporting mind-body wellness on and off the mat to the Bethesda neighborhood.

“Bethesda Row continues to showcase a curated blend of dynamic retail, dining, and services that enrich the customer experience and the neighborhood as the shopping destination of choice,” said Deirdre Johnson, senior vice president, Federal Realty Investment Trust.

“The addition of these three premium retailers highlights the strong demand for Bethesda Row and reinforces its role as a leading destination for sophisticated patrons in Montgomery County and across the Washington Metro region. We are thrilled to add these new retailers,” adds Vanessa Mendoza, Vice President, Federal Realty, in a news release.

About ALO: ALO is a Los Angeles-based wellness lifestyle brand specializing in high-performance, fashion-forward clothing for movement and recovery. Since launching in 2007, ALO has become a global leader in the wellness movement, emphasizing studio-to-street designs. With a foundation in yoga and mindfulness, ALO’s ecosystem includes community events, wellness products, and an online fitness platform with thousands of free classes and offerings. ALO is available online at WWW.ALO.COM and at ALO Sanctuaries worldwide.

About Johnnie-O: Johnnie-O, headquartered in Santa Monica, California, was founded in 2005 by John O’Donnell as a premium lifestyle brand merging East Coast classics with West Coast casual to create a blend of quality product offerings for all occasions. The store offers a range of premium apparel, footwear, and accessories for men, women and boys. Collections include polos, button-downs featuring the patented “Tweener Button,” bottoms, swim, outerwear, a line of performance gear for the active lifestyle, and a licensed business across the NFL, NHL, MLB, and the NCAA. Johnnie-O is available online at www.johnnie-O.com, and in-store at 14 locations. For more information, follow @johnnieobrand.

About Bethesda Row, a Federal neighborhood: Located in Montgomery County at the intersection of Bethesda Avenue and Arlington Road the neighborhood is home to top restaurants and retail with a total of 536,000 square feet of mixed-use space. For more information, visit www.bethesdarow.com.