On June 27, 2024, Lululemon opened a new flagship store in the southern district of Taikoo Li Sanlitun, Beijing. According to a staff in the store, the newly opened Lululemon Sanlitun flagship store is currently the brand’s largest store in Asia. But according to the brand’s press release issued on June 28, the store was described as “the largest store in North China”.
What are the features of this newly opened store? How do consumers feel about it? How has Lululemon planned and invested in large stores in recent years? This article from Luxe.CO brings first-hand observations and research to readers:
- Store Layout – Men’s Wear on “1st Floor,” Women’s Wear on “2nd Floor”
- Customer Feedback – Substitutes Can’t Replace Lululemon
- Expansion Strategy – Always Growing Bigger
Lululemon Sanlitun Flagship Store: Men’s on the First Floor, Women’s on the Second Floor
Sanlitun holds significant importance in Lululemon’s retail layout in Beijing:
- In October 2015, Lululemon opened its first showroom in Beijing at Sanlitun.
- In December 2016, Lululemon opened its first store in the northern district of Sanlitun.
With the opening of the new flagship store in the southern district, the store in the northern district has been closed.
The new Lululemon Sanlitun flagship store is located in the southwest corner of the Taikoo Li South district, adjacent to the Adidas Sanlitun Brand Center on the west and the newly opened FILA ICONA flagship store on the east. The bustling Gongti North Road lies to the south.
Exterior of the lululemon Sanlitun flagship store
Yoga event at the Lululemon Sanlitun flagship store on the morning of its opening day
Although “women” and “yoga” are common labels associated with Lululemon, the product display order in the Beijing Sanlitun store defies this perception:
The first floor features mainly men’s wear, including sportswear for various activities and footwear.
The second floor showcases women’s casual wear, including bags and footwear.
The third floor displays Lululemon’s well-known yoga apparel and other sportswear for activities like running, fitness, tennis, and golf.
In recent years, Lululemon has expanded beyond its core category of women’s yoga wear, with men’s wear and footwear becoming key growth areas. CEO Calvin McDonald recently stated that the brand will strengthen its offerings in men’s and women’s office and casual wear, aiming for Lululemon to be a 24/7 brand.
This category strategy is evident in the Sanlitun flagship store, with growth categories displayed on lower floors and mature categories like women’s yoga wear on the top floor.
As the popularity of sports like tennis, golf, and water sports rises, the store also features apparel for these activities.
Women’s tennis apparel at the Lululemon Sanlitun flagship store
Men’s golf apparel at the Lululemon Sanlitun flagship store
Men’s water sports apparel at the Lululemon Sanlitun flagship store
Lululemon is the first sports brand in the industry to use its stores as community activity hubs—a tradition that has continued since Lululemon opened its first store in 2000. Some Lululemon stores have dedicated indoor activity rooms for organizing community yoga and fitness events.
The newly opened Sanlitun store has set its event space on the third-floor outdoor terrace—an event was held here on the opening day.
A “store educator” informed Luxe.CO that the Lululemon Sanlitun flagship store is the only store in Beijing offering product personalization. Customers can purchase yoga mats or water bottles and have them customized with their favorite patterns and names at the customization center on the second floor.
*”Store Educators” is the term Lululemon uses for its store staff.
Customer Feedback: “No Substitute for Lululemon”
During the store’s opening, Luxe.CO interviewed several customers to hear their impressions of the Lululemon brand:
A long-time fan mentioned that they first heard about Lululemon’s sculpting effects from classmates while studying in the U.S. about 20 years ago and have been loyal to the brand since. Attempts to find cheaper alternatives proved disappointing in quality.
Some female customers started buying Lululemon clothing a few years ago but also consider other domestic sports brands.
A young female customer, still in college, learned about the new store from social media. Attracted by Lululemon’s brand philosophy and clothing fit, and influenced by recent ambassador Jia Ling, she decided to visit. She hasn’t considered alternatives due to negative reviews.
A young male customer started buying Lululemon three years ago for its comfortable fabrics and good fit, though he has purchased less recently due to lack of new styles. He also buys from Nike, Adidas, and luxury brands like Balenciaga.
Some male shoppers were accompanying their wives and had not heard of Lululemon before but found suitable items to buy.
Lululemon’s Strategy for Large Stores: Bigger and Better
According to Luxe.CO Intelligence, the research branch under Luxe.CO, Lululemon has opened several large stores in key commercial areas in China in recent years.
In Last October, Lululemon opened its then-largest store in Asia at Jing’an Kerry Center in Shanghai.
Globally, Lululemon has also opened big stores in key cities, highlighting the brand’s focus on substantial investment in physical retail.
Stores are not only crucial for direct consumer interaction but also reflect the brand’s strategy comprehensively.
After announcing its Q1 2024 financial results, CEO Calvin McDonald stated in a conference call that the brand would maintain strong momentum in product innovation in the second half of the year, launching significant new products. Expanding product types is a top priority in its merchandise strategy.
With the opening of more large stores, Lululemon aims to present a more comprehensive brand image, attract a broader customer base, and compete further as a comprehensive sports brand.
| Image Credit: Luxe.CO’s photography on site; Lululemon
| Editor: Crystal
