Lululemon Athletic Inc, a technical athletic apparel and accessories company, has debuted in Bangkok in a move to strengthen its presence in Asia-Pacific.
Speaking during his visit to Thailand, Gareth Pope, senior vice-president of Lululemon Asia-Pacific, said the company yesterday officially opened its first Lululemon store, occupying a 600-square-metre space on the ground floor of CentralWorld.
The opening of Lululemon in Thailand marks a significant milestone, as it is now one of the largest stores in the region. This store is the brand's 100th location in Asia-Pacific, where it operates in 10 different countries.
Originating in Vancouver, Canada in 1998, Lululemon expanded into the Asian market in 2014 with its first store in Singapore.
"We have been intending to open a Lululemon store in Thailand since 2019, as part of our commitment to promoting well-being, building communities and inspiring vibrant and healthy lifestyles. However, due to the pandemic, our plans were postponed for 4-5 years from our initial timeline," said Mr Pope.
Lululemon's decision to enter the Thai market was driven by the growing demand for premium activewear and wellness-related experiences in Thailand and the wider region.
The company looked at this market because of the large number of people who have healthy lifestyles, love running and training, he said.
Data from e-commerce platforms in Hong Kong, Singapore and Tokyo show healthy spending on Lululemon products by Asian consumers, indicating a strong familiarity with the Lululemon brand over the past five years.
"As a brand that stands for wellbeing, we are thrilled to launch in Thailand, where balance is an integral part of daily life, and people's passion for active lifestyles is on the rise," said Mr Pope.
The new store in Thailand will offer a wide range of products for yoga, running, training and various activities such as golf, tennis and hiking.
Lululemon targets customers aged between 20 and 40 years old while its direct competitors are traditional brands like Nike and Adidas, as well as fast fashion brands like Uniqlo. The company plans to open between five and 20 more stores in Thailand over the next 3-5 years.
To establish deeper connections with the local community, Lululemon has appointed Tripob "Pob" Laoudom, co-owner of Iron Hive Gym, as its first Thailand ambassador.
Additionally, the brand will collaborate with leading fitness influencers, including Amanda Obdam, Miss Universe Thailand 2020, and Kunamas "Ploy" Pornpratharnwech, a well-being advocate and owner of Polli's Cafe. Together, they will engage communities and contribute to product testing and development.
As of the first quarter of the 2023 fiscal year, Lululemon operates a total of 662 stores across 19 countries, with 100 of those stores located in the Asia-Pacific region.
The company continues to expand through its own expansions and distribution partnerships, even in complex markets like the Middle East and Israel.