Lululemon will enter six new markets in 2026 through its new franchise partnership model. The brand will launch in Greece, Austria, Poland, Hungary and Romania next year with partner Arion Retail Group, in addition to its previously announced entry into India in partnership with Tata CLiQ.
Earlier this month, the company announced that longtime CEO Calvin McDonald will leave the company on Jan. 31, 2026, and a search for his successor had begun. The news of McDonald’s departure came as the retailer reported solid performance in Q3 2025 (which ended Nov. 1, 2025) with net revenue increasing to $2.6 billion, up 7% from Q3 2024, driven in large part by international sales. However, that follows a prolonged period of market share losses, for which Lululemon Founder Chip Wilson very publicly blamed McDonald, pointing to the 62.8% drop in share value the company has experienced over the last two years.
Market Expansion Key to Lululemon Turnaround
Market expansion is a key pillar of Lululemon’s growth strategy. The brand already has a presence in more than 30 markets around the world across North America, EMEA, Asia Pacific and mainland China. Next year’s planned market entries follow the company’s debut in Italy this summer, as well as recent openings in Denmark, Turkey and Belgium through its franchise model.
In addition to stores, Lululemon customers across Greece, Austria, Poland, Hungary and Romania will have access to the brand’s full range of products online through Lululemon.eu, while shoppers in India will be able to digitally shop the brand through the online marketplaces Tata CLiQ Luxury and Tata CLiQ Fashion.
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The brand’s community-first model also will play a central role in helping it establish a presence in these new countries, through the Lululemon ambassador network and local community events.
“As we continue to see strong demand for the Lululemon brand around the world, we’re thrilled to grow our presence and communities across Europe and Asia Pacific,” said Sarah Clark, SVP of EMEA at Lululemon in a statement. “Each of these markets offer exciting potential for our brand, and we look forward to working with our franchise partners to introduce our innovative products and engaging guest experiences to more consumers in these regions.”
