Lululemon—in an effort to overcome its ladies-who-lotus-pose reputation—is opening a men's-only store this winter. And, since no mega-chain flagship is complete without a lifestyle concept these days, the activewear giant is hard at work transforming its soon-to-open Prince Street storefront into a man-lair with a build-your-own-shorts station, a "community table" of chilled beverages, and a projector.
"We see the opportunity for men approaching $1 billion in revenue over the next few years and are investing accordingly to bring that vision to life," Felix del Toro, senior vice president and general manager of Lululemon Men's told WWD. So far that vision means stores with a "workshop environment," where dudes are encouraged to loiter, compare meggings and debate the effectiveness of Lulu's "anti-stink" fabric.
· Lululemon Signs for Two Soho Stores—And One's Just for Men [Racked NY]
· Lululemon Releases Marathon Gear Exclusively in NYC Stores [Racked NY]