Everything is going well for her, apparently. We still see it on all the trendy girls. On the financial side, however, she suffers in silence.
Until mid-2024, this brand made in Canada, with its famous “A” logo that resembles an “omega”, reigned supreme over its universe. It is on all the trendy girls, at the heart of all discussions in the modosphere, and everyone is snatching up its now cult jacket in the fashion world.athleisure. In 2023, videos TikTok praising the aesthetic of the piece multiply and spread like wildfire, so much so that it always ends up being out of stock. It must be said that the timing is perfect: on the sports side, we are witnessing the rise of Pilates and yoga, disciplines which form the basis of its core business. On the fashion planet, the trend is also Princess Pilates ; an archetype of woman who chics leggings by wearing them in the city.
Today, if the brand still looks great in fashionistas’ wardrobes, on the financial side, it is suffering setback after setback. In June 2025, its share price on the stock market experienced its biggest drop in 5 years: it is estimated, over one year, that it lost nearly 37%. By mid-2025, its growing pains ultimately resulted in 150 layoffs. The brand in question is none other than Lululemon.
Difficulties that have gone unnoticed by ordinary people, masked by the thunderous exploits of the label. As a reminder, in just 27 years, it has managed to enter the sportswear market, dominated by players who have been established for twice the number of years, and difficult to penetrate due to its technicality. Globally, it is now 3rd in terms of market share (Morgan Stanley), alongside the leaders Nike And adidas. In 2016, she couldn’t even reach 10th place.
A downturn that no one saw coming…no one, except its founder Chip Wilson. In the Wall Street Journalhe talks about “decline” of the brand, and even compares its situation to a “plane crash”.
The reasons for this shortness of breath are multiple. The desire to diversify its products dilutes what is at the heart of its identity. The brand has indeed sought to venture into previously unexplored areas, such as Formula 1, golf and even tennis. On the advertising side, this translates into Lewis Hamilton becoming the brand’s muse. Early consumers are therefore lost, or even unconvinced. Not one for drama, Chip Wilson goes so far as to say that“she loses her soul”.
At the same time, Donald Trump’s decisions have a negative impact on its sales in the United States, even though the Americans represent the label’s largest market. Result: in the second quarter, its sales stagnated. But let fashionistas rest assured: despite this situation, Lululemon is not threatened with liquidation.
