Lululemon makes big changes to keep brand fresh

Lululemon has made several significant changes to the top of its organization in attempt to unify the brand, including both men's and women's products, "under a single creative vision," according to the company.

First, Lee Holman was promoted from senior VP of women's to the newly created position of exec-VP and creative director, effective immediately. He will now lead both men's and women's product design and report directly to Lululemon CEO Laurent Potdevin.

The men's business will still be led by Felix del Toro, senior VP and general manager of men's, and report to Holman.

Holman joined Lululemon in 2014 with 20 years of design experience, including senior positions at Nike, Burberry, Abercrombie & Fitch, Levi Strauss and Paul Smith.

With Holman responsible for creative and product design, the chief product officer position, currently held by Tara Poseley, is being eliminated. Poseley will be leaving the company after a transition period.

"Changes to the organizational structure, including the new role of creative director, are critical to executing upon our 10-year vision," Potdevin said. "We greatly appreciate Tara's contributions, including the build-out of strong product, innovation, and merchandising teams, and we wish her continued success in the future."

The next change is within Lululemon's team of scientists and engineers, called Whitespace, who are responsible for innovation and product research and development. Tom Waller was promoted from VP of Whitespace to senior VP of Whitespace, and will now report directly to Potdevin.

Lastly, Lululemon CFO Stuart Haselden will add exec-VP of operations to his responsibilities. The company is seeking candidates for a newly created operations position, chief supply chain officer, who would report to Haselden.

These major organizational changes come as Lululemon is kept on its toes by new competitors in the athleisure space, including Kate Spade, Victoria's Secret, Nike (NYSE:NKE), Under Armour (NYSE:UA) and Dick's Sporting Goods, and Outdoor Voices, an athleisure startup that just raised $7 million in funding.

For more:
-See the Lululemon press release

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