In the financial year of 2023, ending January 2024, lululemon's net revenue from its U.S. and Canadian market segments amounted to approximately 6.35 billion and 1.29 billion U.S. dollars, respectively. Outside of North America, the company generated about two billion U.S. dollars that year.
lululemon's sales channels
In the fiscal year of 2023, lululemon generated over nine and a half billion U.S. dollars in net revenue worldwide, which is a momentous jump in sales compared to one year earlier. In the past, the Canadian apparel company generated the bulk of its sales through company-operated retail stores. During 2020's coronavirus (COVID-19) pandemic, however, about half of lululemon's total net revenue was made through its direct-to-consumer segment. Since that year, this business segment remained a large source of income for lululemon.
lululemon's expansion
The athletic apparel producer is a lifestyle brand targeted primarily toward active women promoting a healthy, balanced, and fun lifestyle. The company was founded in 1998 in Vancouver, British Columbia, and started as a yoga wear retailer. Since then, it has expanded to several other types of athletic wear, including shirts, shorts, lifestyle clothing, and yoga accessories. The company is said to have implemented a holistic guerrilla marketing model by making consumers feel as if they are part of a larger community when purchasing their products. This community has expanded considerably over the years, reaching several countries in Europe and Asia. The largest market by far, however, was the United States, which accounted for over 360 lululemon store locations.
