Recently, the athleisure trend took the fashion world by storm with jean sales decreasing as the sales of athletic apparel skyrocketed. The focus of health and fitness in today's society warrants the increased competition for this growing market. Playing into this trend is Yogasmoga, a young athletic-wear company started only two years ago by Rishi Bali, a former vice president at Goldman Sachs, who before starting the company had little to no experience in the retail clothing industry. Bali tells Bloomberg Business that what sets Yogasmoga apart is the brand’s focus on delivering reliable products that give off a yoga “ethos", making them the perfect competition for Lululemon (NASDAQ: LULU). Starting as an ecommerce company, Yogasmoga currently has 3 stores and plans to open 10 more locations by the end of this year in affluent areas, such as Washington, D.C. and Silicion Valley. With similar products and pricing, it has made a case for itself as being Lululemon 2.0. “There’s no killing Lululemon,” Bali tells Bloomberg Business. “But people want an alternative, and I think there’s room for three or four solid players. We just want to be that next guy in the space.” With a market that is quickly becoming saturated with similar entrepreneurial startup such as Ellie and Kate Hudson’s Fabletics, Bali believes that with his Wall Street knowledge and understanding of the market, Yogasmoga has what it takes to succeed. The company was valued at $74 million in its last round of financing, and will post $10 million in revenue this year if all store openings are successful, according to Bloomberg Business. The company is also keeping their options open for the future, considering acquisition by a larger sportswear company, similar to Gap's purchase of Altheta in 2008, seems to Bali to be viable option.