Lululemon Athletica Inc. is renowned for its line of yoga wear. Founded in 1998 as a retailer of yoga pants and other yoga wear, the firm has expanded its portfolio to include lifestyle apparel, athletic wear, accessories and personal care products. The company has finally made its much-anticipated move into footwear, with a new line of women’s sneakers. According to the Financial Post, the company recently debuted this line, which will see it take on Nike, Adidas and other sneaker makers.
What are the Sneakers Called?
The sneakers go by the name, “Blissfeel” and are “made for women first”. The company felt that because most sneakers are developed for male athletes in mind, and then just adjusted for women, it was the right time to develop a sneaker specifically designed for women. A sneaker line designed specifically for women is more likely to meet the needs of women than a sneaker designed for men and adjusted for women.
Where Will These Sneakers Be Sold?
The company thought carefully about the best place to sell sneakers and decided to go through its existing sales channels, selling the sneakers online and through its stores in North America, the United Kingdom and China. Lululemon operates nearly 500 stores across the world.
Does Lululemon Have Plans for More Sneakers?
According to the report, the company plans on releasing an additional four footwear lines by the end of the year: a trainer, a gym shoe, a running shoe, and a post-workout slide. The company will also issue special editions as well as seasonal collections of the shoes. In 2023, the company will release a men’s line of sneakers.
Why Has the Company Gone Into Footwear?
The company has evolved over time and widened its offering. The company has always placed yoga at the centrepiece of its business model, but recently, it has begun to attack the runners market. In 2021, the company launched a Global Run Collection, and started sponsoring Olympic steeplechaser Colleen Quigley. The company also poached Heather Pieraldi from France, where she was head of running development at Salomon.
Footwear completes its evolution, so that it is now possible to be dressed head to toe in Lululemon attire. Lululemon is now a company focused on yoga and running. The company’s chief executive officer, Calvin McDonald, described this as being part of a natural evolution.
In fact, the company has been working on footwear since at least 2019 when it announced it was going to develop a show as part of a five-year plan to invest in growth categories and grow the brand globally.
The company has history with footwear, selling footwear in partnership with Athletic Propulsion Labs.
The company hopes that its history of innovation in how attire fits, feels and performs, will translate into footwear.
Who are the Company’s Footwear Competitors?
The company’s direct rivals are Nike and Adidas, the biggest sneaker brands in the world, dominating virtuall;y every sport in the world. Their footwear have a strong brand presence and are associated with some of the biggest names in sport. As people become more health-conscious and the global population grows, demand for sneakers continues to grow, even with a global supply chain disruption.