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.