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Lululemon spreads its yoga-fashion gospel overseas

Is the biggest purveyor of yoga apparel working towards world yoga-mat domination, or is it reacting to increased competition at home?


After sales reached an all-time high for Lululemon last quarter, the brand decided to set its sights on new markets overseas.

According to Mipim World Blog, Lulu will be targeting Europe and Asia in 2013, with showrooms opening in the UK and China as early as this year.

This may be just another step in the company’s plan towards world yoga-mat domination. But it also makes sense for a brand that was once—and is no longer—the only major player in the fitness-fashion game.

Amid growing competition in the U.S. and Canada from expanding companies like Athleta, Sweaty Betty, and Splits 59—and the many boutique-brand newcomers Kira Grace and Electric Yoga—Lulu is smart to introduce its products to yogis who don’t yet have Luon fatigue. —Lisa Elaine Held