Lululemon, The Largest Store In The World: You Can Borrow Clothes While You Are In League Class.

In July 11th, Lululemon, a famous Canadian sportswear retailer, opened its flagship store in Chicago.

The flagship store has three floors, with an area of 20 thousand square feet (1860 square meters). It is located in Chicago Lincoln Park (Lincoln Park area), and is the largest entity store in Lululemon so far.

The flagship store is a women's wear area. The two floor is a men's wear area. The three floor is equipped with two sports rooms, a meditation room and a light food store serving milk shakes, salad, Kombucha drinks and beer. The three level sports area will provide 6 to 10 sessions of group fitness courses every day, at a cost of $25 a day (about 170 yuan).

In order to attract more male consumers, Lululemon not only divided the flagship store into two men's wear areas, but also considered the needs of men in the preparation of fitness courses, adding Hip-Hop Yoga, strength training and HIIT to these fitness courses, which were more intense and favored by men.

Consumers can participate in group courses or exercise equipment after paying the tickets, forget to bring sports equipment and borrow Lululemon brand clothes. If they are satisfied with the Borrowed garments, they can buy the same equipment on the spot. The garment will be professionally cleaned and sterilized by Lululemon and borrowed from the next consumer.

Although Lululemon stores always provide jogging and yoga courses for consumers, the store can convert the original fitness course into real gold and silver, and create more benefits for the group by creating a lifestyle integration store.

Lululemon said that if the flagship store's business model is successful, they will apply this new business model in 10% of the physical stores before 2023.

Although the group has always attached great importance to men's clothing category, expect men's clothing sales to double in 2023. But for various reasons, they closed the men's clothing store in New York and Toronto. Celeste Burgoyne, executive vice president of Lululemon, said they are very satisfied with the current sales of men's clothing. In the future, they plan to open more men's and women's wear mixed shops and increase the proportion of men's wear in shops.

Although Lululemon has been trying to expand overseas business, its main market is still in North America, and the group has no slack in the North American market. At present, Lululemon has 355 stores in North America, accounting for 78% of the total number of stores in the world.

In the first quarter of fiscal year 2019, Lululemon sales increased 20% to $782 million over the same period, better than analysts expected. By the end of July 11th, the group's share price was $186.3 per share, and its share price rose 44% in the past twelve months.