Active-wear retailer Lululemon recently announced it is set to open independent menswear shops that will be fully functional by 2016. The Canadian brand has developed a loyal following in their menswear department and are hoping to make a dent in the highly competitive market of men’s athletic wear. Men’s apparel currently counts for 12 per cent of Lululemon’s business, according to RBC Capital Markets softlines analyst Howard Tubin.
Lululemon has a large clientele of active and healthy females and became very popular for their “yoga gear”. The yoga-practicing-smoothie-drinking stigma had men weary of the brand for some time, but Lululemon’s quality products were soon popping up everywhere in major league sports. The underwear for men has become a popular choice with NHL players and the brand has taken steps to include the various activities men are participating in. The latter has led to an increased loyalty with avid runner who are embracing the high-tech gear.
The announcement of the ‘mens only’ stores comes amidst recent bad luck with the company that included the sudden resignation of the CEO and a fallout from the sheer-yoga pants incident that made the news. We think the company will do well despite these two small mishaps, and since it is a Canadian company we are totally cheering for them to succeed!