Lululemon is planning to close its ivivva children’s business, including shutting down the seven remaining stores and removing ivivva merchandise from the eight lululemon shops containing a store-within-a-store. The move will help the retailer focus on growing its men’s and women’s lines as it pursues rapid growth.
“We’ve made the decision to close what remains of the ivivva business in order to unlock capacity to support our long-term growth,” said Celeste Burgoyne, EVP of Americas and Global Guest Innovation for Lululemon in a statement emailed to Retail TouchPoints. “We have forged strong relationships with an engaged community of active girls and we look forward to connecting with them through the lululemon brand.”
In 2017, lululemon closed 40 of its 55 ivivva-branded stores and converted eight others to lululemon locations, according to Fortune. The decision was driven by a slump in same-store sales, and the business was shifted to primarily e-Commerce channels.
Advertisement
The refocusing effort proved successful, and the retailer reached $3.3 billion in sales in 2018. Lululemon isn’t resting on its laurels, however, and now plans to double its men’s business, double online sales and quadruple its international business by 2023 by launching private label items, testing new store concepts and expanding existing product lines.
