Lululemon has officially entered the Italian market with the opening of its first store at Via Vittorio Emanuele II 24/28 in Milan. Spanning over 530m² across two floors, the new flagship reinforces the Canadian athletic apparel brand’s ambition to deepen its presence in Europe and quadruple international revenue by the end of 2026.
Positioned in one of Milan’s most prestigious shopping destinations, the store offers Lululemon’s full range of men's and women's collections across yoga, running, training, tennis and golf. The hybrid architectural design fuses traditional Italian craftsmanship with modern materials, highlighted by the striking Glide sculptural façade, a 3D-printed installation inspired by the brand’s Define Jacket pattern. The store reflects the brand’s commitment to experiential retail and design-led storytelling.
As part of Lululemon’s omni-channel strategy, the Milan store incorporates the Endless Aisle “Back Back Room” solution, ensuring extended product availability. Tourists can benefit from Global Blue’s tax-free shopping service, a compelling draw for the city’s steady stream of international visitors.
“The jacket's flowy geometry is designed to expand across the storefront, emulating the properties of fabric on an architectural scale,” the company noted in its official release.
The Milan launch follows the opening of Lululemon’s first European airport location earlier in July at London Heathrow’s Terminal 5. The brand currently operates 770 stores globally, with recent growth concentrated across Europe, the Middle East and Africa (EMEA), where it continues to scout premium high-street and travel-retail locations. For investors and developers, Lululemon’s retail strategy presents prime opportunities for adaptive reuse and flagship retail sites in key urban centres with high footfall and tourist engagement.
In Q1 FY25, the company reported a 19?% rise in international net revenue (20?% on a constant currency basis), supported by a 6?% increase in comparable sales. With forecasted full-year revenue expected to reach €10.2–10.3?bn, Lululemon’s international growth strategy is well underway, powered by strong brand equity and localised community engagement through events, studio partnerships and ambassador initiatives.
Companies mentioned:
Lululemon – Global athletic apparel brand
Get the latest commercial real estate news, investment insights, and property trends from Europe Real Estate, trusted by professionals since 1999.
Sign up for free daily or weekly updates. Join here
