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Behind the brand: a glimpse behind the scenes of the new Myga mega store in Birmingham.
OM catches up with co-founder Claudia PriceE
arlier this year, a new yoga mega store appeared on the
streets of Birmingham, the latest indication of how just
big yoga has become.
Behind the debut Myga store is 35-year-old yogini
Claudia Price. Born in Austria and living in the UK with
her husband, Jordan, and two children, it’s the culmination of a long-
held dream.
Though not the end point: like all things in yoga, this is a process
and a journey, she tells OM, and there are plenty of ambitious hopes,
plans and dreams yet to come.
Step inside the flagship new store in the city’s famous Bullring
and you’ll enter a world of yoga goodies under one roof, from
mats and accessories to water bottles — the shop sells every
single Myga product.
There’s even an in-store cafe, providing coffees, smoothies
and tasty vegan treats to the good folk of Birmingham,The Myga way
Britain’s second-largest city.
Before the shop opened this year, it began with an online retail site
selling the Myga brand to the world.
“Myga is a creation of my husband Jordan and myself and it started
simply with doing something together which we both love – that was
yoga for me and developing products for Jordan,” says Price.
The fusion of this, she says, is Myga. All of Myga’s products are
eco-friendly, ethically-sourced, tested by yogis, 100% vegan and
cruelty-free, whilst all packaging is 99% plastic free.
Going back even further, the new store has its origins in the
founder’s initial discovery of all things yoga, dating back many years.
“I do enjoy the physical side of yoga as it keeps me fit, stretched,
toned and protects me from injuries, for example, during snowboard
holidays with the family. A strong body also brings automatically a
strong mind.
“Mentally, the number one thing why yoga is so amazing is that it