Lululemon (NASDAQ:LULU) unveiled its newest flagship in New York City's Flatiron District, complete with a concierge service and private event space.
The 11,500 sq. ft., two-level space is the largest Lululemon and replaces the retailer's Union Square location, Business Insider reported. The area hosts a number of fitness studios and close competitors, including Gap's Athleta and Sweaty Betty.
The first floor operates as a traditional retail space, complete with a community board announcing events, and the new concierge, who can recommend classes and direct shoppers to nearby fitness centers. Shoppers can also book classes from the store and have in-store purchases shipped. There's also a coat check, beverage station and phone chargers.
The second floor houses another new space for Lululemon: Hub Seventeen.
Lululemon has long held free yoga classes inside stores but Hub Seventeen takes the concept a step further, serving as an area to host classes, concerts, art shows and monthly dinners.
Both the concierge service and Hub Seventeen are considered tests, which could be rolled out to other stores, according to Ad Age.
"Our flagship stores in particular are designed to elevate the community in new and unique ways, often serving as a testing ground for new guest experiences and retail innovations," Carla Anderson, Lululemon's general manager of U.S. retail, told Business Insider.
Lululemon has struggled to maintain its market dominance in the face of new competition from athleisure lines and is still trying to recover from self-inflicted missteps. In October, the company promoted Lee Holman to the newly created position of exec-VP and creative director, and tasked her with freshening up the brand.
-Read the Ad Age article
-See the Business Insider story
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