Ivivva Athletica.">

Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes

Filed under:

Lululemon's New Business Strategy to Clothe Men, Children

New, 3 comments
Ivivva Athletica. Image via <a href="https://www.facebook.com/ivivva">Ivivva Athletica</a>.
Ivivva Athletica. Image via Ivivva Athletica.

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Lululemon has endured a tough year thanks to offensive, offhand remarks made by founder Chip Wilson and quality issues with Lulu's yoga pants. But brand execs have high hopes for two new markets: men's and children's.

Reuters reports that during an industry conference, Lululemon's CFO John Currie revealed that the company was bullish on Ivivva Athletica, its teen and kid's line, which is now available in standalone stores in the US and Canada.

"You always hear the phrase that any PR is good PR. What we learned is that's not always the case. I just wanted you to hear that we're taking it seriously. Like, we get it," said Currie. To counter the slide, Lululemon will "accelerate Ivivva's growth" in 2014 and will open the first Lululemon men's store in 2016. "2013, that's a year that we're quite happy to see going behind us," he said.
· Lululemon Has A Plan To Get Girls As Young As 6 Hooked On Yoga Gear [Business Insider]
· UPDATE 1-Lululemon to polish tarnished image after "wake-up call" [Reuters]
· The Self-Help Movement Behind Lululemon's Eerie Dogma [Racked]