Lululemon to create online community
16/04/2009
Sooner than expected, Vancouver-based yoga apparel brand lululemon athletica has announced the launch of a new e-commerce site (lululemon.com).
Over the course of a month, the brand will increase the offering of yoga-inspired athletic apparel available on the site and attempt to bring more consumers into what it calls "the lululemon community online". The idea behind this is that the site will, in time, host an active community of users who are keen to share information about healthy living.
“We are pleased to have been able to accelerate the launch of the site to spring from fall,” said lululemon chief executive, Christine Day. “We see the introduction of this alternate channel as another important way to connect with our guests and provide them with access to our products like never before. In the current environment, e-commerce is an excellent, low capital method to expand our business and drive growth, complementing our more than 110 stores in North America and Australia. We are excited and energised by this opportunity.”
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