lululemon has officially opened its largest store in EMEA, relocating its Regent Street flagship to a new 8,923 sq ft space—double the size of the previous location. The expanded store offers a wider selection of men’s and women’s athletic apparel and accessories, including yoga, running, and training collections.
The new store features lululemon’s biggest pant wall in Europe, the largest menswear assortment in EMEA, and showcases elements of the brand’s latest store design concept. Additional highlights include a water bottle personalisation station and a staircase light feature that shifts in tone throughout the day.
Sarah Clark, senior vice president of lululemon EMEA, expressed enthusiasm about the opening:
“We’re so excited to open the doors to our biggest store in EMEA. Regent Street is one of the most important shopping destinations in the world, and 11 years after opening our first store in London we’re delighted to welcome our community to our newest flagship store. With double the space of our previous location, our guests will be able to discover our all-gender offering for yoga, run, training, casual, localised product and more, across two incredible floors showcasing our latest beautiful store design. lululemon has seen significant international growth in recent years—we have ambitions to quadruple international sales from 2021-2026—and this London flagship store will be a must-visit destination for both our local and international guests at an exciting time in our EMEA expansion.”
Community-Centred Launch Events
lululemon marked the store’s opening with a series of community activations, reinforcing its grassroots approach to brand engagement. As part of the celebrations, a newsstand takeover offered special treats, DJ sets, and performances from lululemon Ambassadors, including Phil Wizard, Olympic gold medallist in Men’s Breaking.
On Saturday, 1 March, movement sessions will be hosted at The Vinyl Factory Soho, followed by a disco-house dance party featuring underground London DJs Don’t Fk With Disco. To kick off the week, lululemon is also partnering with Runna, a personalised running coach app, for a 400-person, 8km run through London, starting from the new store.
With the Regent Street flagship launch, lululemon continues to expand its international footprint, positioning the brand for further growth across EMEA while maintaining its strong community-driven ethos.
