Tuesday, September 10, 2019

Lululemon’s first new brand, 10 years in the making, is here

Fast Company
For the last decade, Lululemon has been quietly tinkering with a luxury streetwear label called Lab. The $3.8 billion sportswear giant first piloted the concept in 2009, opening a store in Vancouver. Then, over the last three years, it opened two more Lab stores in New York. Until now, these were the only places to catch a peek at the project and buy a few limited-edition pieces. But today, Lab hits prime time: The newest 44-piece collection will be available online and at 45 stores across North America, Europe, and Asia.

Lab will exist as a separate brand from Lululemon, one that is both more expensive—items range from $80 to more than $500, prices that run approximately 30% higher than existing Lululemon products—and more exclusive, given that it will only be available at about 10% of Lululemon stores. . . . more