Lululemon Revises Expansion Plans Amid Sales Decline

Lululemon cuts store openings and lowers revenue forecast as sales drop, shifting toward looser styles.

September 9, 2026 One Min Read

POLICY WIRE — City, Country — Lululemon is rethinking its expansion strategy after a sharp drop in sales, with the athletic-wear brand now planning to open fewer new stores this year than previously anticipated.

The Canadian company, famous for its high-end leggings and yoga wear, will open approximately 35 company-operated locations in 2024, down from an earlier target of 40. It also plans to reduce its pop-up shop count to around 40 by the end of 2026, compared to 65 at the end of 2023, according to Retail Dive.

Lululemon reported a 4% revenue drop to $2.42 billion during its second quarter, with same-store sales declining by 9%. The Americas, its key market, saw an 8% sales decrease. A major issue has been falling demand for its signature leggings, which dropped 20% year-over-year as consumers shift toward looser-fitting options. The company is now emphasizing wide-leg pants, joggers, and other

📄 POLICY WIRE WHITEPAPER PUBLISHED: PAKISTAN’S NATIONAL SECURITY POLICY PRIORITIES

👉 READ BY CLICKING HERE

Author

Editorial Desk

Policy Wire is your go-to editorial hub for insightful perspectives and informed analysis on pressing policy issues, both regionally and globally. Over the years, Policy Wire has collaborated with leading international news agencies—including AFP, AP, Reuters, and others—to provide fact-based reporting and nuanced commentary. With a commitment to clarity and credibility, we aim to bridge the gap between complex policy debates and public understanding, ensuring that our readers stay informed on the issues shaping the world today.