Things feel chaotic in America right now.
The cost of doing business keeps rising. Tariffs are unpredictable. And with inflation and interest rates still weighing on the economy, uncertainty is the only thing that feels consistent.
While some brands are doubling down, others are looking for something a little more stable.
We’re seeing it more and more as brands that once saw the U.S. as their primary playground are starting to explore new territory.
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Not just for cheaper labor or bigger margins, but for relevance. For cultural clout. For survival.
International expansion used to be a long-term goal. Now, for many, it’s a lifeline.
Luxury brands are leaning harder into Europe and Asia. Mass retailers are experimenting with new markets. And companies that once hesitated to go global are finally making the leap.
It’s not about giving up on America. It’s about growing somewhere that feels fresh.
Now, one of the biggest names in athleisure is making a long-overdue move to a new country.
Lululemon launched its first store in this European country.
Image source: Lululemon
Lululemon opens first store in Italy
On July 19, Lululemon (LULU) officially opened the doors to its very first store in Italy.
The brand planted its flag in Milan’s iconic shopping district — the same fashion capital that hosts luxury giants like Prada, Gucci, and Versace.
At over 5,700 square feet, the two-level flagship store will spotlight Lululemon’s men’s and women’s collections in a space that blends high performance with high style.
The most striking feature? A sculptural, 3D printed façade inspired by the brand’s Define Jacket, designed to mimic the flow and texture of fabric on an architectural scale.
Related: Popular Lululemon rival may be cutting corners, fans angered
It’s more than just a store opening. It’s a design-forward, fashion-minded statement that firmly places Lululemon on the radar of global luxury consumers.
The company says it plans to lean into the community through studio partnerships, ambassador programs, and wellness activations.
For a brand that’s always embraced movement, this one is big…and symbolic.
Lululemon targets global growth with Milan debut
Italy isn’t just another pin on the map for Lululemon…it’s a strategic power move.
The Milan opening supports Lululemon’s broader effort to expand internationally, diversify beyond its North American base, and build a stronger global footprint.
Lululemon already has stores in the UK, Germany, France, and Spain, but Italy marks a shift.
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It’s an entry into a more fashion-centric, design-obsessed market. A place where the competition isn’t just Nike or Adidas, but names like Moncler, Prada, and even emerging luxury streetwear.
In targeting Milan, the brand isn’t just chasing growth. It’s asserting its place in a global conversation about sport, wellness, and fashion.
And if this launch lands the way the brand hopes, it could open the door to more European rollouts, stronger brand equity overseas, and ultimately, a much bigger slice of the global activewear pie.
Lululemon may be late to the party, but it’s finally arrived, and it’s making sure people notice.