Vancouver-based athleisure behemoth Lululemon Athletica Inc. is eliminating about 150 corporate staff in a wider strategic revamp aimed at boosting operational flexibility and refocusing for long-term growth.
The impacted roles are situated within the company’s store support offices, the brand confirmed in a formal statement. “After a recent review, we have made the decision to transform some of our organisational areas to run with greater agility and continue to invest in growth,” a spokesperson added, noting that the company is providing support to employees during transition.
The decision comes at a rocky period for Lululemon. Once the darling of Wall Street, celebrated for its innovation in high-end yoga clothing and lifestyle apparel, investors have lost confidence in the company. Stock dropped earlier this month after a softer-than-anticipated earnings report and reduced full-year outlook—their sharpest single-day drop in five years.
As competition from players such as Nike, Athleta, and Alo Yoga grew, and with macro factors including changes in consumer behaviour and new tariffs on the business, Lululemon is now forced to reclaim its market share. The company, which has consistently grown into menswear, accessories, and personal care categories, has a presence in North America, Europe, and Asia.
