Lululemon men’s Lululemon Made to move. THE SECRET IS OUT Lululemon’s next target is mindfulness for men

Lululemon Made to move. THE SECRET IS OUT Lululemon’s next target is mindfulness for men By Marc BainJanuary 10, 2019 A lot of men who shop at Lululemon got their introduction to the brand through a woman. They were boyfriends or husbands who tagged along on a shopping trip, or a woman may have just gone ahead and bought them something herself. “About 40 percent of our men’s product sales today are to women,” says Stuart Haselden, Lululemon’s COO. “It’s an important catalyst for our men’s business, and has been in building it to where it is today.” The brand built on premium women’s yoga pants is now working hard to get men to think of it as a shopping destination for them, too. Its men’s business is still “a bit of a secret,” Haselden says, even though Lululemon made its first big effort to develop key men’s styles about four years ago. A couple years back, it developed a complete strategy to target men that is currently paying off as sales to guys ramp up. It’s now ahead of schedule on its goal to reach $1 billion in men’s sales—representing a quarter of its business—by 2020, and 30% of new customers it attracts are men. If that business can be called a secret, it’s a successful one, particularly in a competitive market dominated by labels such as Nike and Under Armour. Ironically, most men don’t to seem to be using Lululemon’s products for yoga. ”The number one activity is running,” Haselden says. After that comes “training,” which includes everything from CrossFit to—yes—actual yoga. The company’s top men’s sellers include products for these sports, such...