Lululemon just made a risky move most retailers avoid

Have you ever walked through an international airport and looked around at all the full-blown stores — Cartier, Dior, Gucci — and thought to yourself: Did I accidentally land in a mall?

And then you start to wonder. Who shops here? How are these stores still in business? Who wants to drop that kind of money before a flight?

Yeah, same.

Then it happened.

I was coming back from a family trip to London when I suddenly found myself at the Hermès store in Heathrow.

A pair of black Oran sandals I have been wanting for years caught my eye. Classic, chic, practical (at least that’s what I told myself). And they were cheaper than in the U.S. thanks to VAT refunds. So naturally, I bought them.

Totally justified, right?

What started as a passing curiosity about airport retail turned into a swipe of my credit card and a reminder that these stores might be onto something after all.

And now one cult-favorite activewear brand is stepping into that same high-stakes airport game, betting big that you’ll be just like me.

Lululemon expands its airport store footprint with a Heathrow debut.

Image source: Andy Soloman/UCG/Universal Images Group via Getty Images

Lululemon opens new store at Heathrow Airport

Lululemon just opened a new store inside Heathrow Airport’s Terminal 5 — its first airport location in Europe and only its fourth worldwide.

Most fashion and athleticwear brands stay far away from airport retail. The format is expensive, logistically complicated, and often reserved for luxury players or duty-free standbys.

But Lululemon is leaning in.

The brand already has airport locations in Vancouver, Singapore, and Hong Kong. Its newest Heathrow store puts it in front of a different kind of consumer: international travelers with time to kill, money to spend, and a growing obsession with travel-ready athleisure.

That’s no coincidence.

In 2019, the company launched its “Office, Travel, Commute” collection: a relaxed line designed for movement and long-haul comfort. Since then, its Belt Bag has gone viral on TikTok and become a frequent flyer in airports across the world.

“Lululemon has amassed a cult following for good reason, and we are excited to welcome such an iconic activewear brand to Heathrow,” said Heathrow retail director Fraser Brown in a statement.

Clearly, Lululemon sees travel not as a side hustle, but as a core category.

Lululemon faces high-stakes challenge in airport retail

Opening a store in a major airport may sound glamorous, but it comes with serious challenges, especially for brands that aren’t selling $5,000 handbags.

Unlike luxury players, most apparel brands struggle to justify airport rents.

Airport retail means high risk, high cost, and dependence on unpredictable foot traffic. Travelers are rushing to their gates, dealing with delays, or prioritizing snacks and chargers over leggings and matching sets.

Airport retail may not be new, but it’s still unusual territory for most apparel brands outside of luxury.

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The format requires a strong brand identity, impulse-friendly products, and the ability to deliver a seamless shopping experience in a high-pressure space — something most apparel companies haven’t figured out.

For Lululemon, the strategy seems less about volume and more about brand.

Positioning its gear alongside luxury labels at Heathrow isn’t just about selling product; it’s about perception.

It elevates Lululemon to travel staple status. It tells global travelers: You don’t just want comfort…you want this kind of comfort.

And if those travelers swipe like I did, the gamble might just pay off.