We also accelerated our eorts to increase consideration for lululemon through global
brand campaigns and activations. For example, in Los Angeles, we hosted a Dupe Swap
event, where about 50% of the guests who traded in product dupes were new to our
brand. And in China Mainland, our World Mental Health Day activations brought
in over 9,000 participants across six cities.
We believe our community-building approach resonates across geographies,
generations, and cultures, and led to gains in brand awareness throughout key growth
markets around the world over the past year – the US increased from 25% to 31%, and
China Mainland increased from 9% to 14%. Relative to peers, our brand awareness
globally represents an opportunity for lululemon. We believe our runway for growth is
substantial, and I am optimistic about the future as we continue to expand our business.
Our Impact
We are committed to advancing our Impact Agenda goals and multi-year strategies for
the wellbeing of people and the planet. This work supports our growth strategy as a
critical business function, as our company continues to grow and serve more guests and
communities around the world.
For our people, we are committed to our goals of supporting physical, mental, and social
wellbeing for all, and creating environments that are equitable, inclusive, and welcoming
for every person within our global collective. We continued to advance our Inclusion,
Diversity, Equity, and Action (IDEA) commitments across our business and invest in the
wellbeing of the people who make our products.
We also released lululemon’s third annual Global Wellbeing Report uncovering the state of
wellbeing around the world, and announced the formation of our Mental Wellbeing Global
Advisory Board to help deepen the impact of wellbeing initiatives across our industry. And,
through our lululemon Centre for Social Impact, we expanded our partnerships with global
and community-led wellbeing organizations to accelerate their work, investing a total of
$44.8 million to date.
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For our planet, we are on a journey to contribute to a climate-stable future through our
products and actions. We believe sustainable innovation will play a critical role, and we
continue to advance our material innovation through strategic industry partnerships, as we
know collaboration is essential to achieving a circular ecosystem and helping to address
global challenges. Looking to the future, we remain focused on driving innovations across
our business that contribute to supporting the health of our planet.
In Closing
On behalf of myself and the entire leadership team, I want to express our sincere gratitude
to the people across lululemon who champion our brand every day and made our strong
results possible.
To our shareholders, thank you for your continued support. As we drive the business
forward, we will remain agile and continue to adapt to all that is around us. My confidence
in our leadership and our people remains high, as we have consistently demonstrated the
strength and resilience of our brand.
We are pleased with our momentum and know that we remain in the early innings of our
growth story. We recognize the significant opportunity in front of us to elevate lululemon
to the next level around the world in 2024 and beyond, and I remain excited and energized
for what lies ahead for our brand.
Calvin McDonald
Chief Executive Oicer
In 2023, we celebrated our 25th anniversary and our teams continued to deliver strong
and balanced results. As our product innovations, guest experiences, and market
expansions connected us with our guests and communities, we saw growth across
each of our categories, channels, and regions, and ended the year with $9.6 billion in
net revenue, representing a year-over-year increase of 19%.
I am grateful to our teams around the world for driving our performance and our goals to
advance the wellbeing of people and the planet through our Impact Agenda. Community
has been at the core of lululemon since day one, and we believe the deep, genuine
connections across our global collective are a true dierentiator for our brand.
Our Growth Pillars
We remain committed to our Power of Three ×2 growth plan, which is grounded in our
goals to double our men’s business, double our digital business, and quadruple our
international business – to ultimately double our revenue from 2021 levels to $12.5 billion
by 2026. In 2023, we advanced our plan with progress across each of our three growth
pillars, and I am proud of all that we achieved as we continued to navigate a dynamic
consumer and macro environment.
Within product innovation, we continued to put product at the center of everything
we do, leveraging the latest research, technologies, and materials to solve for the unmet
needs of our guests. We grew our men’s business by 15%, our women’s business by 17%,
and net revenue from our other categories increased 36%.
We believe one of our competitive advantages is our ability to consistently bring newness
and innovation into our assortment, and that our proprietary fabrics, innovative designs,
and functional technology set us apart. With our focus on feel, functionality, fit, and
versatility, people of all ages and backgrounds can see themselves in lululemon.
Our core and new product launches continued to resonate with guests. We saw strength
in many of our key franchises including Align, Scuba, and ABC, and leveraged the
versatility of our core assortment to expand our oerings within our Play categories
including golf and tennis. We also engineered new sensations within collections such as
Wundermost bodywear for women, expanded our casual oerings for men with Steady
State and Soft Jersey loungewear, and launched updated and enhanced versions of our
Blissfeel and Chargefeel footwear styles.
Looking to 2024, I am excited by our impressive pipeline of product innovation, from our
first-ever men’s footwear collection to innovations created with and inspired by world-
class athletes from Team Canada and our FURTHER women’s ultramarathon.
Within guest experience, our omni-operating model continued to serve our guests both
in-store and online. We saw strength across both channels, with company-operated
store net revenue increasing 21% and e-commerce net revenue increasing 17%, as well
as our single biggest day of traic and revenue in company history on Black Friday.
We continued to leverage our successful grassroots approach to cultivating
relationships with our guests at the local level. By creating connection points across
both the physical and digital, we engage with guests in ways that go beyond a
transaction, creating an ecosystem of connection that helps build our brand
awareness and drive loyalty.
In-store and online, our Educators supported guests in learning about our products and
innovations. In our communities, our teams created unforgettable experiences at the
local and global level, from store events to larger-scale community activations such as
10K runs. Through our membership program, which has grown to more than 17 million
members in the first year, we gained deeper knowledge on what aspects of our brand
are most meaningful to them. And we announced a multi-year strategic partnership
between lululemon and Peloton, expanding our reach and awareness.
Within market expansion, our business remained strong across our global regions
with 12% growth in the Americas, 67% in China Mainland, and 43% in Rest of World. We
entered new markets in EMEA and APAC, including our first store in Bangkok, Thailand.
In China Mainland, we were proud to celebrate our 10-year anniversary and end the year
approaching $1 billion in revenue. In total, we opened 56 net new company-operated
stores across the globe contributing to 15% square footage growth, ending 2023 with
711 company-operated stores worldwide.
AR | 2023
To our shareholders
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Included within our Impact Agenda is a goal to invest a total of $75.0 million USD to advance equity in wellbeing by 2025. As of January 28, 2024, we have contributed
$44.8 million to lululemon’s Centre for Social Impact, $32.4 million of which has been contributed directly to social impact organizations. The remaining $12.4 million
primarily consists of contributions toward a donor-advised fund for future grant making.