ew with Inside Retail, Lululemon’s senior vice-president of the Asia-Pacific region (APAC), Gareth Pope, delved into the brand’s renewed vision for its flagship store, the important steps it has taken to embed sustainability into the retail experience, and what the future holds. The new look “We intend for the store to be a physical space that inspires and celebrates wellbeing among our guests, as well as a space that helps people find the right solutions for their sweat needs,” Pope told Inside Retail. Like many modern brands, Lululemon sees its stores as more than places to purchase its products; they are also places for its community to gather and connect. “We look forward to connecting with more guests and fostering a vibrant community that aligns with our core values, helping people elevate their potential and feel their best,” the SVP added. The store features a number of sustainable design and building elements, which is in keeping with the brand’s recent efforts to reduce its carbon footprint.  In 2021, Lululemon launched Like New, a re-commerce initiative that encourages customers to trade in gently used items in exchange for a gift card, and by 2025, the company aims for at least 75 per cent of its materials to be sustainable.  “We have placed sustainability at the core of our store by using reclaimed wood from HK Timberbank in our storefront logo and fixtures around the store,” Pope said. “Trees that have fallen during typhoons are brought to life again in the form of our fitting room shelves, fences and stools.” The ‘Science of Feel’ As an activewear brand, Lululemon is an advocate for holistic wellbeing, and believes that when customers feel their best, they perform their best. Demand for contemporary gym apparel and activewear is growing in the APAC region, and health is more important than ever before.  Business Market Insights research shows that the athleisure market in APAC is expected to grow from US$122.77 million in 2021 to US$247.48 million by 2028, reflecting a CAGR of 10.5 per cent.  A key way the brand aims to grow its share of this competitive market is through product development and innovation.   “Our distinct ‘Science of Feel’ lens of innovation requires us to understand the physical and emotional sensations that drive personal performance and wellbeing,” Pope explained. “This human-first approach enables us to create products that we know will solve problems because we focus on understanding.” The Hong Kong consumer Pope revealed that the brand’s popular Align style remains a fan favourite for its weightless, buttery-soft feel and flattering fit.  Align was first designed in response to feedback from customers seeking clothing that would feel light and free with zero distractions while practising yoga. “With this in mind, we developed our revolutionary Nulu fabric to create a new, unmatched feeling for guests: soft, sweat-wicking, breathable, weightless and four-way stretch,” Pope stated. Another important success factor for Lululemon is the tailored approach it takes to each market.  “With our Asian customers in mind, we also developed our Asia Fit product line, specifically tailored to suit the Asian body type through various aspects, including the cut and material, while also maintaining the same functionality and design,” Pope said. Future growth strategy While Lululemon is headquartered in Canada, the APAC region is a strategic growth driver for the brand, and it continues to expand its store presence across the area.  “Our Power of Three x2 growth plan calls for a doubling of the business from 2021 and net revenue of US$6.25 billion to US$12.5 billion by 2026,” Pope noted. To do so, Lululemon is focusing on product innovation, customer experience and market expansion. It aims to double its men’s and direct-to-consumer businesses, and quadruple its international net revenue, relative to 2021. The brand has new product launches planned for its core ‘sweat’ categories of running, training and yoga, as well as its casual product ranges. A number of wellbeing events will be held in October in support of World Mental Health Day, too. In Hong Kong, Lululemon will be opening its 11th store, at K11 Musea at the end of this month. Lululemon recently appointed a new bench of local ambassadors, including professional rugby player Cado Lee, professional swimmer Camille Cheng, professional fencer Ryan Choi and Hong Kong’s top tennis player, Eudice Chong.  “We look forward to partnering with them to deepen our connections within the communities, and together inspire more guests to practice movement and mindfulness,” Pope concluded.