Lululemon to Step Up International Expansion

Laurent Potdevin, the new ceo of Lululemon Athletica Inc. (Vancouver, B.C.), has announced he plans to speed up the retailer’s international expansion.

“We see clear evidence of demand both in Asia and Europe, with several countries ready for stores,” said Potdevin, who took over for Christine Day in January.

The retailer will shift its international strategy away from a pattern of opening smaller showrooms, with limited selections and shorter hours, while it searches for larger-store locations and staffs. Potdevin said the company will now run those processes at the same time.

Lululemon opened showrooms in Germany, Singapore, the Netherlands and China in 2013. He said Western European countries, especially in Scandinavia and those surrounding the Alps, would be good places for Lululemon to consider new stores.

The retailer will also step up its appeal to male shoppers. Potdevin said it will dedicate significant space to men’s clothing at three major stores in Miami, Vancouver and Santa Monica, Calif.