Dive Brief:
- Lululemon has launched an e-commerce site for shoppers in Mexico and plans to open eight new stores in the country in fiscal year 2026, the athleticwear brand announced Monday.
- With the new website, shoppers can buy men’s and women’s products online, including yoga, running, training, pilates, tennis and golf, according to a company press release.
- The eight new locations will bring the total Lululemon stores in Mexico to more than 30 by the end of the fiscal year. The company has plans to open around 15 locations in North America this year.
Dive Insight:
Lululemon is accelerating its presence in Mexico because because of what it sees as a growth opportunity in the region.
The athletics retailer has enlisted the help of local influencers to meet its goals. Lululemon convened more than 100 Mexico-based ambassadors for a multiday summit earlier this year. The company’s ambassador network is “a core component” of the brand’s attempt to connect with local shoppers and garner brand loyalty, the company said.
“The launch of lululemon.mx, alongside our planned store expansion in Mexico, highlights an exciting next chapter in our North America growth journey,” Carla Anderson, senior vice president and general manager of North America at Lululemon, said in a statement. “The momentum we are driving in Mexico reflects the strength and relevance of our brand within the community and signals the continued opportunity ahead as we build connected, engaging, and consistent experiences for our guests.”
In addition to Mexico, Lululemon has set its sights on other markets. Last year, the company said it planned to enter six new markets in 2026, including Greece, India, Hungary, Romania, Poland and Austria, and introduce a new website for European markets. In addition to its European expansion, the brand last year opened 44 stores, mostly in China.
Lululemon is extending its reach abroad as U.S. sales have begun to stagnate. In Q4 2025, the company reported flat sales year over year. Its Q4 comps rose 3% from a year prior, and in North America its fourth-quarter net revenue dipped 4% from a year prior.
While Lululemon’s North American business is slowing, its international operations are on the rise. In Q4, the company’s international net revenue jumped 17% from a year prior, and comparable sales increased 20%. For the full year, its international revenue rose 22% year over year, and full-year comparable sales grew 15%, according to the company’s press release.
