Known for its yoga outfits, the company opened a 500 m² store on the avenue des Champs-Elysées, in Paris.
by Juliette Garnier
Lululemon resumes its development in France. The Canadian brand of sporting goods opened, Friday, December 2, a 515 m² store at 38, avenue des Champs-Elysées. Neighboring the American Sports Sports Sports Shoe brand and Nike and Adidas stores, this point of sale symbolizes the group’s new European ambitions.
Although it has been present since 2015 in Paris, with three shops located in Saint-Germain-des-Près, in the Marais and in the Louvre district, the brand born in a Vancouver Yoga studio, in 1998 , is still unknown to the French. This should change.
In April, Calvin McDonald, the group’s president at the 29,000 employees, set as a goal of reaching $ 12.5 billion (11.9 billion euros) in turnover by 2026 Or double the activity recorded in 2021 in the world. The adoption of this plan comes after a surge in sales in the past three years; In 2018, the brand produced $ 3.3 billion (3.7 billion euros).
SOBER -LAND POSTING
The development of sporting activity in women, running, yoga, pilates or fitness has favored its leggings sales. Despite its price of approximately 100 euros, this long tight polyamide underpants, declined in dozens of colors, remains one of its best sales.
The confinements imposed to combat the propagation of the COVID-19 also energized its sales of flexible clothes to wear at home on a daily basis. The brand finally benefits from its sober style and its high-end positioning, counter-footage of the Nike and Adidas parts, whose logos are often showy. His men’s collections, including pants and jackets, have hired.
In the second quarter of its exercise, at the end of July, its sales jumped 29 % and 35 % abroad compared to the same period of 2021. Therefore, the brand is able to quadruple its International activity by 2026, to reach $ 3.8 billion (more than 4 billion euros).
For two years, his vice-president, André Maestrini, former leader of Adidas in France, has been responsible for boosting this section of activity in Europe, the Middle East and China. On this side of the Atlantic, the company will not have recourse to sale in the usual networks of distribution of sporting items, including European leaders Decathlon, champion of low prices, or intersport, brand known for its brands international. It is counting on its own network, whether in stores (600 today around the world) or online, a circuit which already represents 40 % of its outlets.
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