Lululemon has opened its first store in a European airport today. The store at Terminal 5 of London’s Heathrow Airport comes just a month after the first Belgian location, highlighting the importance of Europe as a growth market for the Canadian brand.
Athleisure seeks new audience
The 103 sqm store offers a wide range of accessories, clothing and shoes in what is called athleisure: fashionable clothing inspired by sports outfits that is not necessarily intended for actually exercising. The brand aims to convey both high performance and style, making it appealing to a diverse group of customers who are active in various sports.
For Lululemon, Heathrow is not just a random destination: the brand wants to further strengthen its position in Europe and attract new customers looking for quality products while travelling. Heathrow is one of the busiest airports in the world, making it a logical location to gain more ground in Europe.
Last month, the Canadians opened a location in Antwerp, their first location in Belgium. It was already mentioned that the brand would seek its growth primarily in Europe, as trade with the United States is plagued by uncertainty and import tariffs.
