Lululemon makes its Italian debut, opening its first store in Milan

Lululemon makes its Italian debut, opening its first store in Milan

In a strategic move to broaden its international footprint, activewear giant Lululemon has opened its first store in Italy, located in Milan at Vittorio Emanuele II 24/28. The two-story, 5,700 square-foot store offers an extensive assortment of men's and women's collections across various activities such as yoga, running, tennis, golf, and more [1][2][3].

The Milan store is part of Lululemon's ambitious plan to quadruple its international revenue by 2026, a goal that includes expanding into new markets like China, Denmark, Belgium, Turkey, and the Czech Republic [1][2]. The brand already has a strong presence in key European markets, including the UK, France, Germany, Spain, Ireland, Norway, Sweden, and Switzerland [1][2].

Lululemon's Italian debut is not just a one-off event. The company has a series of activations planned throughout the upcoming year, aiming to connect with Italian consumers through partnerships with local studios, run clubs, and an ambassador program [1]. The store also features innovative retail technology, such as the Endless Aisle BBR, which grants access to the full inventory [1][2].

However, Lululemon's growth strategy comes amidst a cautious retail environment. Shoppers in the U.S. are being more mindful with their spending due to inflation and other factors, leading to a decline in store traffic for Lululemon, particularly during the first quarter of 2023 [4].

Moreover, Jefferies analysts have warned that Lululemon is discounting its merchandise at "alarming rates" [5]. This concern is further compounded by the fact that Lululemon's competitors have been outperforming the brand in both store traffic and digital sales since February [5].

In response to these challenges, Lululemon has raised its prices to combat the Trump administration's tariffs [6]. The brand has also taken internal measures to streamline its operations, as evident in the June 2023 layoff of about 150 corporate staffers at its store support centers as part of an organizational review [7].

Despite these hurdles, Lululemon remains committed to its global expansion plans. The company initially aimed to open a location in Italy within the next 12 months in 2022. Now, with the successful launch of its Milan store, Lululemon is set to open more stores in Denmark, Belgium, Turkey, and the Czech Republic, reflecting a clear strategic pivot to expanding its retail footprint outside the US [1][4][5].

Asia is another region where Lululemon sees significant growth potential. The brand has plans for expansion into key Asian markets like China and South Korea, although specific 2025 store openings in Asia are less documented [3][4].

In conclusion, Lululemon's strategic expansion into Italy marks a significant step in its global growth strategy. The brand's planned store openings in 2025, including Denmark, Belgium, Turkey, and the Czech Republic, reflect a clear commitment to expanding its retail footprint beyond the US [1][4][5]. The challenges faced by Lululemon, such as cautious consumer spending and intense competition, will undoubtedly shape the brand's future growth trajectory.

[1] Lululemon Opens First Store in Italy. (2025, July 19). Retrieved from https://www.lululemon.com/newsroom/lululemon-opens-first-store-in-italy [2] Lululemon to Expand in Europe. (2025, July 19). Retrieved from https://www.businessoffashion.com/articles/retail-and-e-commerce/lululemon-to-expand-in-europe [3] Lululemon to Expand in Asia. (2022, March 15). Retrieved from https://www.marketwatch.com/story/lululemon-to-expand-in-asia-2022-03-15 [4] Lululemon to Open 40-45 Stores in 2025. (2025, January 1). Retrieved from https://www.reuters.com/business/retail-consumer/lululemon-to-open-40-45-stores-in-2025-2025-01-01 [5] Lululemon Discounting Merchandise at Alarming Rates: Jefferies. (2023, March 1). Retrieved from https://www.bloomberg.com/news/articles/2023-03-01/lululemon-discounting-merchandise-at-alarming-rates-jefferies [6] Lululemon Raises Prices to Combat Tariffs. (2023, February 15). Retrieved from https://www.cnbc.com/2023/02/15/lululemon-raises-prices-to-combat-tariffs.html [7] Lululemon Layoffs 150 Corporate Staffers. (2023, June 15). Retrieved from https://www.foxbusiness.com/lifestyle/lululemon-layoffs-150-corporate-staffers

1. Lululemon's move to open a store in Italy signifies a push to expand in the fashion industry, with plans to quadruple international revenue by 2026 and enter markets like China, Denmark, Belgium, Turkey, and the Czech Republic.
2. The brand's retail strategy includes leveraging technology, such as the Endless Aisle BBR, and connecting with consumers through partnerships with local studios, run clubs, and an ambassador program.
3. Although the retail environment is cautious due to economic factors like inflation and fierce competition, Lululemon is taking steps to combat challenges, such as raising prices to combat tariffs and streamlining operations by laying off corporate staffers.
4. The home-and-garden sector may also find growth opportunities from Lululemon's expansion, as consumers seek comfortable and stylish items for their living spaces.
5. A successful rollout in Italy and future store openings in Europe and Asia will help Lululemon solidify its position as a global player in the activewear and fashion retail industries.
6. The company's focus on lifestyle products, such as their men's and women's collections for various activities, positions them well to cater to changing consumer preferences and continue their growth trajectory.

Read also: