Canadian yogawear brand Lululeom has opened its first European store in London’s Covent Garden, the beginning of an expansion that will see it open more than 40 shops across Europe and Asia this year.

“By the time we open the store, we have the local market embracing us, pulling us, as opposed to pushing us,” said its CEO Laurent Potdevin, on the fact that the company opened a samples boutique in the city two years ago to introduce buyers to the products.

To promote the launch of the store, it hosted yoga sessions at the Royal Opera House. More than 700 people queued for the event hours before it started.

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