Lululemon has officially arrived in Belgium. The Canadian brand, known for its high-end sports apparel, opened its first store on Meir, Antwerp’s main shopping street, in June.
A second store is already in the works and will open soon in the Toison d’Or district in Brussels.
The Antwerp store offers a range of athletic wear and accessories for yoga, running, training, tennis, golf, and caters to both men and women.
The brand claims to “go beyond shopping” with its stores, hosting community events and wellness experiences centred on movement and personal development.
Rapid worldwide expansion
Lululemon was founded in Vancouver in 1998 as a retailed of yoga wear. Over the past decade or so, the company has rapidly expanded, opening its first European store in London in 2014.
It has been frequently described as having a “cult-like” following among its customer base, who tend to show strong loyalty to the brand.
Its clothing is prominently featured in the television series The White Lotus, a social satire set in a luxury resort hotel chain.
Since 2022, Lululemon has been the official outfitter of Team Canada, the Canadian Olympics Team.
The expansion into Belgium is part of a licensing and supply agreement with Arion Group.
