Activewear brand Lululemon thinks globally, acts locally

For Lululemon, global success is a result of their localised approach to retail.

Lululemon

For Lululemon, global success is a result of their localised approach to retail.

The Canadian yoga and running brand launched in 1998, years ahead of the fashion-oriented activewear trend that has built up around it.

“We’ve always been a company that looks ahead rather than behind or to the sides,” Kyle Housman, vice-president of Lululemon Australia/New Zealand, tells The Weekend Australian.

“In that sense it’s probably pretty healthy to have something around us to challenge us to keep innovating and be connected to our community in a healthy way.”

This includes each store having their own ambassadors, across a range of sports or fitness styles that are relevant to that area, be it pilates, yoga, running, crossfit or barre classes, although the product can be used for any number of activities including cycling and rock climbing.

Lululemon launched in Australia nearly a decade ago, years ahead of the Canadian retailer opening its first store in Europe. The Australian link came about thanks to an early partnership with two Australian employees who wanted to return home. Lululemon has since bought back the business and it now has 26 stores here.

The Australian market may be a small percentage of the $2.1 billion in global sales, but Housman says it’s growing in line with the rest of the world.

Housman believes that each store’s direct involvement with the community is one of the keys to its ongoing success.

Ben Jackson is the director of brand and community for Australia and New Zealand, liaising with stores on their local activity.

“I feel like one big advantage we have is we’re decentralised,” says Jackson.

“Each store is unique and is freed up to connect with whoever they want.”

“Our intent behind each store is that it should be a hub for health,” says Jackson. “Having those local people on board, we can support them and what they want to do. In Australia we have a massive opportunity, especially around the ocean.”

The store opening in the Gold Coast’s new development Pacific Fair has brought on surfer Ellie Brooks as an ambassador. In Adelaide Lululemon has tapped Port Adelaide player Alipate Carlile.

While men’s activewear accounts for just 16 per cent of overall sales, Housman believes that is set to change.

“There is now a huge opportunity. Men’s (product) has been around since the get-go but as a public declaration and focus it has really increased in status in the past three years.

“The women’s business has always been what we’re mostly known for, but men’s gives us another opportunity to pursue.”

“We have publicly declared that by 2020 men’s will be a billion-dollar business for us,” he says, “Which would be 25 per cent of the total business.”

“We know guys like to do a lot of different activities,” adds Jackson. “For those guys who are active there’s an opportunity to get yoga to them once a week.”