Global performance apparel, footwear, and accessories brand lululemon today relocates their Regent Street flagship store to a larger space, making it their largest store in EMEA. The new store is double the size of the previous location, with 8923sq ft of retail space. It will house lululemon’s innovative men’s and women’s clothing and accessories for yoga, running, training, and everything in-between. Unique features of the store include lululemon’s biggest pant wall in Europe, the largest lululemon assortment of menswear in EMEA, and showcases elements of the brand’s newest store design concept. Further highlights also include a water bottle personalisation station and a striking staircase light feature, which changes tones depending on time of day.
In addition to its comprehensive product offering, the store will be a hub for connection—building on the brand’s previous 11 years of community building in London.
“We’re so excited to open the doors to our biggest store in EMEA”, said Sarah Clark, Senior Vice President, lululemon EMEA. “Regent Street is one of the most important shopping destinations in the world, and 11 years after opening our first store in London we’re delighted to welcome our community to our newest flagship store. With double the space of our previous location, our guests will be able to discover our all-gender offering for yoga, run, training, casual, localised product and more, across two incredible floors showcasing our latest beautiful store design. lululemon has seen significant International growth in recent years – we have ambitions to quadruple International sales from 2021-2026 – and this London flagship store will be a must-visit destination for both our local and international guests at an exciting time in our EMEA expansion.”
Building community
Community has always been at the core of lululemon, inspiring meaningful connections and brand affinity. Through a decentralised model and grass-roots marketing approach, stores are empowered to create experiences with local relevance.
The opening week will feature a variety of activations, including a newsstand takeover where guests can enjoy special treats and grab a lululemon newspaper, with all the details about the new store. The newsstand will also host DJ sets, and surprise performances from lululemon Ambassadors including Phil Wizard, Olympic gold medallist in Men’s Breaking. Additionally, lululemon will offer a series of community events, including movement sessions hosted at The Vinyl Factory Soho on Saturday, 1 March, followed by a disco-house dance party headlined by underground London DJs Don’t Fk With Disco. To kick off the week, lululemon will also partner with the personalised running coach app Runna, for a run event, inviting 400 guests to join an 8km run through London, starting from the new store.
