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03/09/2022

Lululemon Enters Footwear with Women’s Shoe Debut

Lululemon has entered the footwear space with the launch of its first-ever shoe collection.
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lululemon footwear

The first available style is a running shoe called “Blissfeel” that debuted at a media event in New York. The new style will be available online and in select stores in North America, China and the U.K. beginning March 22. Lululemon also plans to roll out three more styles – dubbed “Chargefeel,” “Strongfeel” and “Restfeel” – in the coming months. 

“Footwear is the natural next step for us to expand and apply our long history of innovation in fit, feel and performance, and it represents an exciting moment for our brand,” Lululemon CEO Calvin McDonald said in a statement. “We are entering the footwear category the same way we built our apparel business — with products designed to solve unmet needs, made for women first.”

The move comes after Lululemon added a secondhand market to its digital store last year. The brand also acquired at-home exercise company Mirror for $500 million in 2020. 

The footwear space has seen some recent M&A activity consolidating the sector as of late. Foot Solutions acquired Happy Feet last month, while Crocs picked up Hey Dude at the end of 2021 in a deal worth $2.5 billion. In addition, DSW has stepped up its interest in the men’s shoe space with new partnerships and an expanded assortment.

The retailer leaned on its 20-year history of designing performance apparel to create its footwear collection, opting to start with women’s shoes first. 

“We intentionally started with women first because we saw an opportunity to solve for the fact that, more often than not, performance shoes are designed for men and then adapted for women,” Sun Choe, lululemon’s chief product officer, said in a statement. “That didn’t sit well with us. Innovating for women is in lululemon’s DNA — now we’re bringing that same expertise to footwear, and women were part of this journey every step of the way.”

Lululemon plans to bring a men’s shoe collection to market in 2023, along with special-edition and seasonal collections as the brand continues to grow the category with new offerings in the future.