Lululemon isn’t used to playing defense.
After dominating the athleisure space for years (and surviving more than a few brand missteps), the Canadian retailer now finds itself in unfamiliar territory: losing ground.
It’s not just about slowing sales or shaky comps…it’s the shift in energy. The kind you feel when a once-untouchable brand starts slipping out of the conversation.
Tariff-driven price hikes. Deeper discounts. Analysts using words like “alarming.”
Related: Lululemon makes surprising store move
The buzz has shifted. And Lululemon isn’t the one generating it.
Instead, attention is turning toward newer players gaining steam in the U.S. — and now setting their sights overseas.
One of them just made a move that might look quiet on the surface, but carries serious implications. Not only is this brand expanding into some of Asia’s most influential retail cities, it’s doing it with a strategy that puts patience above flash.
Call it a reset in the activewear power rankings. And Lululemon? It may not like where it’s landing.
Vuori expands globally with new stores in Asia and Europe
While Lululemon tries to recover its momentum, Vuori is busy going global — without making a lot of noise.
The California-based brand just announced plans to open its first-ever stores in Seoul and Beijing this fall. The Seoul location will be franchised and open in September, while the Beijing store will follow in October.
Vuori is targeting more than 100 retail locations globally by the end of the year, with around 15 international stores planned by 2026. It already has locations in London and Shanghai and is seeing strong wholesale traction in Japan and across Europe.
But it’s not just brick-and-mortar. Vuori also launched e-commerce platforms in 11 new countries, including Spain, Italy, Japan, and Sweden. That digital expansion is designed to test demand in markets before committing to physical stores.
Related: Lululemon adds new stores in surprising places
According to Andy Lawrence, Vuori’s SVP of International, this isn’t about fast wins; it’s about long-term brand equity and cultivating meaningful communities in high-potential markets.
Call it the slingshot strategy: pull back hard, then launch with force. Vuori isn’t just easing into these markets. It’s aiming to hit hard when the timing’s right.
Vuori is using a steady, data-driven approach — something that’s helped it quietly gain ground while its competitors struggle.
How Vuori’s global growth threatens Lululemon’s market share
Vuori’s global push comes at a time when Lululemon and Nike are both showing signs of strain.
Nike is deep in a reset — restructuring teams, overhauling product lines, and trying to spark innovation.
Meanwhile, Lululemon is in a tougher spot. It’s dealing with international softness, cautious U.S. shoppers, and increasing competition from brands it once outpaced with ease.
Vuori, on the other hand, is gaining real traction.
Its stores are often packed, its digital experience is slick, and word-of-mouth buzz is building. From influencers to everyday gym-goers, the brand is showing up in places where Lululemon once reigned uncontested.
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It's also drawing in a high volume of new online shoppers and keeping them engaged longer, pointing to brand loyalty that’s starting to stick.
What makes Vuori’s rise more dangerous to Lululemon is its measured approach.
The company raised major funding rounds but didn’t rush into overexpansion. It used the cash to repay early investors and focused on sustainable scaling.
Now, as it enters global cities with intention, not desperation, it sends a strong message: Vuori isn’t just another yoga brand.
It’s positioning itself as a serious player in the premium activewear world.
Vuori knows exactly what it’s doing, and so far, it’s working.
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