lululemon launches exclusive collection across 12 European markets on Zalando

lululemon (NASDAQ:LULU) today launched an exclusive collection with its major European online retail partner, Zalando, as the global technical performance apparel company continues to expand its physical and digital reach across Europe. 

The 55-piece collection includes a monogrammed limited edition Track Jacket and Track Shorts for women and men’s Fast and Free running shorts and short sleeve top. The full collection covers yoga, Pilates, run and train and will be available exclusively on Zalando in a global first ahead of launching in retail stores and on lululemon’s own digital platforms later this month around the world. 

The launch will be part of a focused six-week marketing campaign with Zalando which includes out of home advertising in Berlin and Munich and online video and social using image and video assets developed exclusively with the German-headquartered online retailer. The content, which was shot in Berlin, features professional runner and lululemon Ambassador and Marc Tortell, who represented Germany in the 1500m at this summer’s European Athletics Championships.  

The campaign will focus on lululemon’s major European markets, including Germany, Switzerland and the Netherlands, and will also run in Poland, where the brand entered earlier this year, and Austria, where lululemon will arrive for the first time later this week with an opening on Vienna’s prestigious Kärntner Straße.  

“Zalando is our biggest retail partner across Europe, and as we continue to expand our physical and digital reach across the region, they are an important part of how we reach more guests across key markets,” said Sarah Clark, Senior Vice President, EMEA, lululemon. “Across lululemon’s presence in EMEA, Germany has the largest share of online purchases and so we know that our local guest is keen to buy our apparel online. Giving them the chance to buy through Zalando before the wider collection arrives in our stores gives us another way to meet our German guests through the channels where they already choose to shop.” 

Clark added, “This collaboration also builds on our ongoing commitment to building a community with Zalando around our brand. This has included hosting a series of events for our guests to connect in real life through experiences such as our Greet the Sun activation last year featuring renowned singer and songwriter Kim Petras and our upcoming recovery lounge at the Berlin Marathon later this month.” 

lululemon has stores and a digital presence in 23 markets across EMEA through a mix of company and franchised operated locations. The company remains focused on strategically expanding across EMEA to reach new guests and has entered four new markets, Poland, Hungary, Romania and Greece, and adds Austria and India in the coming weeks.