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New low capital method to expand Lululemon business
Apr '09
lululemon athletica inc announced the launch of its much anticipated e-commerce site where guests can now shop – clothing optional – on lululemon.com for an assortment of core, yoga inspired athletic apparel. The new site will bring the lululemon experience to both current and new guests who can now become part of the lululemon community online.

Over the next month, guests can expect the e-commerce site to expand the product offerings to include seasonal updates and a cross selection of all sport styles matching the store assortments. To ensure affordable shipping and the elimination of duties for guests in North America, lululemon has established warehouses in both the United States and Canada.

“We are pleased to have been able to accelerate the launch of the site to Spring from Fall,” said lululemon CEO Christine Day. "We see the introduction of this alternate channel as another important way to connect with our guests and provide them with access to our products like never before.”

lululemon is refreshing the look and feel of its entire website in conjunction with this e-commerce launch. Detailed written and video product information, along with easy to use guest selected search filters will help guests make informed purchasing decisions as they do in lululemon stores. The site features a goal setting section as well as the opportunity for guests to provide product feedback and suggestions the same way guests do in the physical stores.

Becoming its own community online, the site will further integrate social media outlets to make it easier for guests to interact with the company and learn about local events in their area. It will also ultimately host an active community of users who are keen to share information about healthy living.

“The launch of our e-commerce website is a critical component of the execution and expansion of our business,” continued Day. “In the current environment, e-commerce is an excellent, low capital method to expand our business and drive growth, complementing our more than 110 stores in North America and Australia. We are excited and energized by this opportunity.”

lululemon athletica inc

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