“Korea is a key global market for Lululemon… closer through investment in men's and running”

Lululemon Korea is marking its 10th anniversary, highlighting South Korea as a crucial global market characterized by rapid growth and trendsetting consumers. David Draveck, the country's general manager, emphasized that Korea is not only a significant market but also a source of inspiration for global product innovation and store strategies.

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Korea is one of Lululemon's most important markets. It's growing fast and leading trends, and customer experience and product innovation are very active.

Since its entry into Korea, Lululemon has seen substantial expansion. In 2017, when Draveck first served as regional manager, the company operated only three stores with fewer than 50 employees. Now, by the end of 2026, it plans to have over 28 stores and more than 600 employees. This growth is supported by significant infrastructure investments, including the establishment and expansion of a domestic logistics center.

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For the next 10 years of continuous growth, we will continue to invest in infrastructure such as logistics and personnel.

The brand's success in Korea is influencing its global direction. Insights from the Korean market, such as the preference for looser-fitting activewear like the "Away From Body" pants, have informed product development. Additionally, the "shop-in-shop" retail environment common in Korean department stores inspired global store designs.

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The Cheongdam store is not only a symbolic location but also a strategically very important space. We will broaden the opportunities for not only existing customers but also for people who have never experienced Lululemon to experience our exercise classes.

To further engage with customers, Lululemon has renovated its flagship Cheongdam store, transforming the former office space into a "community hub." This studio will host various fitness classes led by Lululemon ambassadors, aiming to attract both existing customers and newcomers. The company is also strategically expanding its men's product offerings, with a dedicated space in the Cheongdam store, recognizing the rapid growth of this sector in Korea. Lululemon aims to broaden its customer base beyond its traditional yoga and women's apparel focus to include men's, running, and training categories.

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Through the dedicated space for male customers, we will offer a differentiated shopping experience.