lulu to Open Men's Store in SoHo

9/24/2014
lululemon athletica will be opening a standalone men's store in SoHo later this fall, says CEO Laurent Potdevin. The athletic apparel brand is in the process of relocating its current SoHo shop, breaking it into two separate stores — men's and women's — located on opposite street corners and tailored to each demographic's "unique needs."

With the opening of its new Columbus, Ohio, distribution center, lululemon now can ship orders to more than 85 percent of customers in two days.

E-commerce continues to perform well for lululemon. In the second quarter, online transactions contributed 16.2 percent of total sales or $63.5 million, which CFO John Currie says was driven by higher traffic, with conversion and average order value largely unchanged. "Our product assortment wasn't ideal," he adds.

lululemon's omnichannel push is starting to pay off. After a successful pilot, the company rolled out its bag backroom app on iPods that gives in-store shoppers access to the entire breadth of online inventory if they can't find what they're looking for in that particular location. The app now accounts for 1 percent of retail sales, says Potdevin, and enables "much better use of our online inventory."




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