Despite success in its men’s business, including a goal to double revenues in the men’s business by 2023, Lululemon seems to be backing down from pursuing standalone men’s concepts.
A company spokesperson pointed to Lululemon’s test-and-learn mentality with regards to the concept, saying the retailer believes having men’s and women’s co-located, rather than independent, will help to drive growth in the men’s business.
Lululemon isn’t the only female-focused athletics retailer to branch into men’s after launch. Gap Inc.’s Athleta brand, frequently a bright spot in the retailer’s earnings results, announced a men’s brand in September, which debuted in October. At launch, Hill City was being displayed at 50 Athleta stores in addition to selling online.
If you enjoyed this article please consider donating to fund my work. Unlike most websites, I don't depend on clicks and shitty ads, I depend on you! If you find value in my work please consider becoming a monthly supporter.