Lululemon has unveiled a 17,000-square-foot flagship in New York’s SoHo, introducing a new experiential store concept as the brand navigates slowing North American demand and the exit of its longtime Americas president.
Lululemon opened its largest North American store in New York City’s SoHo district, debuting a new retail concept “rooted in movement, connection and sensory engagement.” The 17,000-square-foot, two-level flagship replaces the brand’s previous SoHo location and serves as a blueprint for future stores. Features include 3D-printed recycled materials, terrazzo floors, and immersive lighting installations, alongside services such as personal shopping and product personalization.
The launch comes at a pivotal moment for the Canadian activewear giant. North America, historically Lululemon’s growth engine, is showing signs of fatigue, with slowing sales and heightened competition from rivals like Alo Yoga and Vuori. Analysts point to “product staleness” and market saturation as key challenges.
Adding to the turbulence, Celeste Burgoyne, President of the Americas and a 20-year company veteran, will leave at year-end for a role at Vail Resorts. Burgoyne was instrumental in shaping Lululemon’s store strategy and community-driven retail model. Her departure follows other senior exits and underscores the brand’s need for stability during a turnaround. In response, Lululemon is consolidating regional leadership under André Maestrini, now President and Chief Commercial Officer, signaling a shift toward a unified global structure.
The SoHo flagship reflects Lululemon’s bet on experiential retail to re-energize its domestic market while international growth—especially in Asia and Europe—remains the company’s strongest driver. Whether this design-led approach can offset North American headwinds will be closely watched.
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