Brand Marketing

Lululemon Tries New Store Concepts in Effort to Woo Shoppers

Lululemon wants shoppers to hang out in its new flagship. (Lululemon)
November 17, 2015 08:30 PM

Lululemon Athletica is saying, "namaste" with a new in-store initiative, inviting consumers to linger as well as shop. The Vancouver-based seller of yoga apparel will open its largest flagship to date in Manhattan's Flatiron District neighborhood on Wednesday. Roughly one-third of the 11,500-square-foot shop will be dedicated to a new concept called Hub Seventeen, a community gathering place where shoppers can take yoga workshops, view art or films and attend concerts. The store will also boast a concierge service to help shoppers book nearby gym classes or other city events.

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