Prana, the yoga and outdoor brand owned by Columbia Sportswear, connected with the local community for the opening of a new store in Palo Alto, California. Own retailing is an important part of the brand-building and distribution for Prana, which has five U.S. stores and an online store, as well as distribution through about 1,400 stores across North America, Europe and Asia. Complete with free giveaways and special discounts, the party was held at Town & Country Village last month with attendees including the professional surfers Nole Cossart and Kelly Potts. As previously reported, Prana has been stepping up investments to expand its European sales this year.