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Sandra Halliday Published
February 24, 2025
Gym-to-street brand Lululemon is pretty busy in London at the moment, opening a store on Regent Street and collaborating with Saul Nash for London Fashion Week.
In line with the trend for upsizing stores, the brand has relocated its Regent Street flagship store to a larger space that opened on Friday, making it the label’s largest store in EMEA.
The new location is double the size of its predecessor (which was itself pretty big). It now covers 8,923 sq ft of retail space and will house Lululemon’s men’s and women’s clothing and accessories for yoga, running, training, and “everything in-between”.
Unique features of the space include its biggest pant wall in Europe, the largest Lululemon assortment of menswear in EMEA, elements of the brand’s newest store design concept, a water bottle personalisation station and a staircase light feature that changes tones depending on time of day.
The company said that as well as the straightforward process of selling product, the store “will be a hub for connection — building on the brand’s previous 11 years of community building in London”.
The opening week will feature a variety of activations, including a newsstand takeover where guests can access treats and grab a Lululemon newspaper, with all the details about the new store.
And the newsstand will also host DJ sets, and surprise performances from Lululemon ambassadors including Phil Wizard, Olympic gold medallist in Men’s Breaking.
Additionally, the brand will offer a series of community events, including movement sessions hosted at The Vinyl Factory Soho on Saturday, 1 March, followed by a disco-house dance party headlined by underground London DJs Don’t Fk With Disco. To kick off the week, Lululemon will also partner with the personalised running coach app Runna, for an event, inviting 400 guests to join an 8km run through London, starting from the new store.
Sarah Clark, senior VP of Lululemon EMEA, said: “Regent Street is one of the most important shopping destinations in the world, and 11 years after opening our first store in London we’re delighted to welcome our community to our newest flagship. Our guests will be able to discover our all-gender offering… across two incredible floors.
“Lululemon has seen significant International growth in recent years — we have ambitions to quadruple International sales from 2025-2026 — and this London flagship store will be a must-visit destination for both our local and international guests at an exciting time in our EMEA expansion.”
Meanwhile, on Thursday evening Saul Nash, Lululemon and Dazed celebrated ‘SLNSH’, a new collaboration between the London designer and the brand, launching globally on 11 March.
They took over The Boiler House in East London, "bringing to life the full SLNSH Spring 2025 collection through creative interventions across the venue, including wireframe mannequins, campaign projections, and bespoke lighting designs”.
SLNSH “merges Saul Nash’s elevated approach to activewear with the proven technical innovation of Lululemon to blur the lines between performance and lifestyle”. The collection features designs across men’s, women’s, and accessories.