In an effort to boost its menswear sales, Lululemon (NASDAQ:LULU) has begun opening more dual-sex flagship stores. And on Black Friday, the yoga apparel company will open its first men's only store in Manhattan.
"We do expect our men's growth to continue to outpace our overall growth for the next few years," said Felix del Toro, senior VP and general manager of Lululemon Men's, told Women's Wear Daily. "We see the opportunity for men approaching $1 billion in revenue over the next few years and are investing accordingly to bring that vision to life."
Men's clothing accounts for about 15 percent of store space and is believed to be about a $300 million business for the company.
Lululemon is expanding its footprint in the United States and abroad. Currently the brand has 270 stores and plans to spread into Asia and Europe. The first Lululemon will open in Singapore in mid-December and Hong Kong next year.
The brand bases store locations on market research via showrooms. These 92 showrooms in operation test assortments by inviting influencers to experience the product. Showrooms usually run 1,000 to 2,000 sq. ft., smaller than an average Lululemon, and are currently embedded in Germany, Amsterdam, Scotland, Hong Kong and Singapore.
In August, a flagship opened on Robson Street in Vancouver and a second will open in Santa Monica, California, on Nov. 25. The SoHo men's-only store is opening later this month at 127 Prince Street and Wooster, directly across from the women's-only unit, set to open winter 2015. The men's store will have a workshop environment where guys can go in and hang out. A community table will be set up for chilled beverages, mobile payments and sound and digital projection systems. The fitting rooms are designed in metal and opaque glass.
Despite setbacks in management—founder Chip Wilson recently agreed to sell half his remaining shares, 27.7 percent, to Advent International, ending a one-year battle with the board—and last year's yoga pants recall, Lululemon has done remarkably well since its launch in 1998.
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