Lululemon CEO rejects talk of Amazon threat
20/10/2017
Speaking to a US television channel, Mr Potdevin explained that any move by Amazon to start selling its own sports apparel is unlikely to pose a direct threat to Lululemon.
"I think Amazon is mostly around commodity product. That's not our sandbox," Potdevin said, adding that Lululemon will continue to focus on innovation and on the high-end of the sportswear market. He also insisted that the fact that the brand controls its own distribution allows it to have “a different positioning”.
Lululemon has an online partner of its own in the shape of Chinese e-commerce giant Alibaba. The brand’s products are available on Alibaba’s Tmall site and Mr Potdevin described this partnership as “integral” for its business. He also suggested that a greater emphasis on this could help to drive growth.
Taiwanese company Eclat Textile, a supplier of apparel for Lululemon, has reportedly been recruited by Amazon to help in its push into athletic apparel.
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