Lululemon opens new flagship store in SoHo, New York City

Canadian athletic wear brand Lululemon has opened its newest flagship store in New York City.

Located in the heart of SoHo, at the corner of Broadway and Spring Street, the new store marks Lululemon’s introduction of its new creative concept in North America. Among the brand’s largest stores worldwide, measuring more than 17,000 square feet across two floors, the opening sees Lululemon relocate from its former SoHo location. 

“Our new SoHo store reflects both the energy of New York City and Lululemon’s commitment to creating a welcoming, dynamic retail experience, designed to celebrate our product and the community,” said Darin Rabb, Senior Vice President, Global Brand Creative & Experience at Lululemon, in a statement. “Every detail has been curated to evoke emotion and connection, with elevated materials to reflect the quality and craftsmanship of our products.”

The newly opened flagship store features Lululemon’s new store concept, inspired by movement, connection, and sensory engagement. Serving as the guideline and blueprint for future Lululemon retail locations, all elements in the store, from the selection of structural materials to the color palette, are designed to take consumers on a journey of discovery throughout the store while celebrating the brand’s roots.  

Key elements in the new store design include custom 3D-printed recycled materials, custom terrazzo floors, a hand-made tile staircase, hand-carved timber joinery, and a fully immersive lighting installation by the staircase. Opening in time for the holiday season, the store features both Lululemon’s complete women’s and men’s apparel collections, accessories, and footwear, as well as services such as personal shopping appointments and product personalization.

The new flagship store will also serve as a hub for Lululemon’s New York City Community, featuring community boards highlighting local ambassadors, upcoming brand initiatives, and events, alongside a printed neighborhood guide. “Community has always been at the heart of Lululemon, and since we opened our first store in SoHo in 2007, it’s been one of Lululemon’s most vibrant hubs,” said Carla Anderson, Senior Vice President of North America Retail at Lululemon in a statement.

“We’re thoughtful about ensuring that every space we open serves and engages our community, and our new flagship, powered by our passionate team of Educators, showcases the full potential of Lululemon’s brand experience in one of the most celebrated retail destinations in the world.” The opening of Lululemon’s new SoHo flagship store underscores the brand’s retail strategy, which includes investing in key global markets to expand its retail presence. It comes not long after the opening of Lululemon’s new store in Gangnam, Seoul, South Korea, which also boasts its new retail concept.