Lululemon Athletica Inc. (LULU.O) has quietly closed its men’s standalone stores in New York City and Toronto even as it plans to more than double its men’s business in the next five years.
The retailer found that guests respond better to Lululemon “as a dual-gender brand,” spokeswoman Erin Hankinson said when asked about the locations. “We continually test and learn at Lululemon — which is what we did with the men’s stores.”
The quiet closing of the men’s concept stores doesn’t mean the athleticwear company is giving up on men. Quite the contrary: The Vancouver-based retailer said this spring it expects to more than double its men’s revenues by 2023. In the first quarter, Lululemon men’s same-store sales grew at a rapid 26 per cent clip from the year earlier.
In the last few months, the upscale athleticwear maker has announced plans to introduce shoes and rolled out personal care products for men and women.