- Robyn Turk
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Lululemon has announced that it plans to shutter its Ivivva
business completely.
The company had launched Ivivva as a athleticwear brand for kids in
2009, yet decided to scale it back drastically starting in 2017. Now,
Lululemon plans to wind down all Ivivva operation in favor of
promoting growth elsewhere.
For the past two years, Lululemon has operated seven Ivivva stores
– three in Canada and four in the U.S. The company had closed almost
50 Ivivva stores in 2017. The remaining stores will close by the end
of next year<. wp_automatic_readability="22.185622317597">
“We’ve made the decision to close what remains of the Ivivva
business in order to unlock capacity to support our long-term growth,”
Celeste Burgoyne, Lululemon’s executive vice president of Americas
told CNBC. “We have forged strong relationships with an engaged
community of active girls and we look forward to connecting with them
through the lululemon brand.”
While Lululemon winds down all Ivivva operations, including selling
merchandise from the brand in Lululemon-branded stores, the company is
making room to focus all efforts on growing its womenswear and
menswear businesses.
The company recently began a growth strategy it calls “Power of Three,” centered on driving
product innovation, creating an integrated omni-channel retail
experience and expanding deeper into key international markets.
Since the announcement of the “Power of Three” strategy in April,
Lululemon has launched footwear and selfcare lines.
