Lululemon fans get surprising news about store changes

Lululemon has never been a brand to sit still.

It continues to shake up the athleisure market with unexpected decisions and innovative product drops, consistently keeping fans on their toes.

Related: Lululemon quietly confirms a major product change, delights fans

But this time, Lululemon’s latest announcement isn't just a fashion statement; it's a significant shift in strategy.

Fans just learned something big. The company is rapidly accelerating its global store expansion, but the sheer scale of the plan could mean major risks — and major rewards.

Lululemon makes ambitious global expansion move

In a surprising reveal, Lululemon announced plans to open between 40 to 45 new stores worldwide in 2025, significantly ramping up its brick-and-mortar presence.

This aggressive move includes at least 10 to 15 new stores in North America, along with significant expansion in China, and ambitious entries into several untapped international markets, including Italy, Denmark, Belgium, Turkey, and the Czech Republic.

According to a recent Retail Dive report, this strategy will boost Lululemon’s retail square footage by roughly 10% in just one year.

Related: Lululemon faces rising challenge from copycat/dupe brands

Additionally, the brand also plans about 40 “optimizations,” which includes expanding the size of existing locations.

The expansion comes on the heels of a strong quarter. In Q4 2024, Lululemon reported a 12.7% year-over-year jump in revenue, hitting $3.6 billion. Even without the benefit of an extra week that year, net revenue rose 8% and international comps surged 20% — a clear sign that the brand’s global reach is gaining traction.

Lululemon’s growth strategy suggests it’s doubling down on international markets where momentum is strongest, and physical stores remain a key part of that plan.

Will Lululemon's international play pay off?

Rapid expansion can be lucrative, but it also carries significant risk.

Lululemon’s competitors, notably Alo and Vuori, have also begun pursuing global expansion, putting the brand in the middle of fiercely contested territory.

Still, the move could provide a substantial payoff, tapping into underserved regions and bringing fresh growth at a time when North American markets are maturing.

For fans and investors, the payoff could be major: new stores, fresh energy — and long-term growth that’s worth any short-term turbulence.

One thing is clear. Lululemon isn’t just expanding; it’s executing a global power play.

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