Product innovation, an enhanced digital experience, and its first-ever global brand campaign boosted Lululemon’s first quarter earnings — however these gains are not swaying the company’s restructuring plans.
The athleisure brand is currently restructuring Ivivva, its activewear brand for girls. The division will operate primarily as an e-commerce business, supported by only a select number of stores in key communities across North America.
The chain plans to close approximately 40 of its 55 Ivivva-branded stores and will convert approximately half of these locations to Lululemon-branded stores. The company will also close all of its Ivivva-branded showrooms and other temporary locations, and will streamline its corporate infrastructure.. . . more