lululemon Makes Strategic Entry into Italian Market with Highly Anticipated Milan Flagship Launch

The athletic apparel brand is set to establish its foothold in Italy with an impressive 5,700-square-foot store opening this summer in one of Europe’s most vibrant fashion capitals. On July 19, 2025, lululemon will debut its first location at Vittorio Emanuele II 24/28, bringing its technical activewear and lifestyle products to Milan’s affluent shopping district.

Store Design Blends Local Craftsmanship with Modern Innovation

The two-level Milan flagship represents far more than a retail expansion—it’s a carefully curated expression of lululemon’s design philosophy merged with Italian architectural tradition. The store’s most striking feature will be the Glide sculptural façade, a custom 3-D printed installation that draws visual inspiration from lululemon’s iconic Define Jacket. The undulating geometry creates a dynamic interplay of light and shadow across the storefront, translating the fluidity of fabric into an architectural statement that pays homage to Italy’s rich design heritage.

Inside, guests will encounter thoughtfully designed spaces showcasing both men’s and women’s collections across two floors. Products span the brand’s performance lines—from yoga and running to training, tennis, and golf—each reflecting the philosophy that style and functionality coexist seamlessly.

Omni-Channel Experience Meets European Sophistication

lululemon’s Milan opening introduces an integrated shopping experience designed for the modern luxury consumer. The Endless Aisle Back Room solution ensures product availability beyond in-store inventory, while Global Blue Tax-Free Shopping accommodates the steady stream of international visitors who frequent Milan’s shopping quarter. These features underscore lululemon’s commitment to delivering seamless guest experiences regardless of channel.

Accelerating International Ambitions

Italy marks a pivotal moment in lululemon’s (NASDAQ: LULU) European expansion strategy. With existing operations across the UK, Ireland, Germany, France, Spain, the Netherlands, Norway, Sweden, and Switzerland, the Milan store represents a deliberate step within the brand’s Power of Three ×2 strategic initiative—a plan to quadruple international revenue from 2021 baselines by the close of 2026.

Community Engagement as Core Strategy

Beyond retail operations, lululemon intends to embed itself within Milan’s wellness ecosystem through year-round activations. Planned collaborations with local fitness studios, running clubs, and a dedicated ambassador program reflect the brand’s philosophy that business success stems from genuine community connection and commitment to physical, mental, and social wellbeing.

The Milan store opening underscores lululemon’s vision of expanding access to high-performance athletic wear while deepening roots in markets where wellness culture thrives. Italy joins a growing list of European destinations where lululemon is reshaping how consumers think about the intersection of performance, design, and lifestyle.