Lululemon Athletica Inc. has announced its expansion into the Spanish market. Spain is the brand’s first new market in Europe since 2019, for which the brand credits the significant lead time needed and the company’s “Power of Three ×2” growth plan. A dedicated Spanish-language e-commerce platform will go live at the end of July. In addition, two new brand stores will open in September on Calle Serrano in the heart of Madrid and on Barcelona’s iconic, exclusive Paseo de Gracia shopping avenue.
Currently, Lululemon operates nearly 40 stores and three local-language websites in eight European countries: France, Germany, Ireland, the Netherlands, Norway, Sweden, Switzerland and the U.K. Lululemon also ships across Europe via its EU website. Entry into the Italian market is reportedly planned for the next 12 months. Already established markets such as Germany and the U.K. are to be further expanded, including with prominently placed brand stores. André Maestrini, executive vice president of international at Lululemon, said back in April that Asia is also on the expansion list. The current 70 stores in China could be expanded to over 200 within the next four years. South Korea, Thailand and Japan’s capital Tokyo are also on the agenda.
Market expansion is one of the three main pillars of the Canadian brand’s growth strategy, which it unveiled back in 2019, so pre-pandemic. Back then, the company planned to quadruple its international revenues by 2023, expand across China as well as the APAC and EMEA regions, grow further in both the U.S. and Canada, and leverage its store formats, digital experience, and community connection. The other two pillars articulated in 2019 were product innovation – including new categories – and omni-guest experiences, defined as “offering an integrated guest experience across channels that are intended to inspire, provoke and celebrate guests who live a healthy and mindful lifestyle across multiple experiences – such as events, dynamic new store formats, and its innovative membership program that fosters connections among guests.” The goal to double digital and quadruple international sales is now set for 2026. In March, Lululemon surpassed the $6 billion revenue mark for the first time.
