Lululemon made its highly anticipated debut in Italy with the opening of a new flagship store in Milan’s iconic shopping district on Saturday, July 19, 2025. The new store, located at Vittorio Emanuele II 24/28, signals a major step for the global athletic apparel powerhouse, as it brings its innovative product line and commitment to wellbeing to Italian shoppers. Lululemon’s expansion into Milan exemplifies its ongoing vision to “unlock greater possibility and wellbeing for all”. This is not just a new market for the company, it’s a launchpad for meaningful connections and elevated retail experiences rooted in Milan’s tradition of fashion and design.
A New Retail Landmark in Milan
The store itself is set to become a design destination. Spanning approximately 5,700 square feet over two levels, the Milan flagship offers a thoughtfully curated shopping environment. Guests will discover dedicated areas showcasing lululemon’s technical apparel innovations, featuring both men’s and women’s collections. Shoppers can browse clothing tailored for a variety of activities, such as yoga, running, training, tennis, and golf.
One of the most striking architectural features will be the lululemon Glide sculptural façade, inspired by the brand’s Define Jacket. This 3-D printed installation will flow across the storefront, emulating the movement of fabric on an architectural scale. Inside, the store will pay tribute to Italy’s celebrated design heritage, blending traditional craftsmanship with modern materials for a shopping environment that is both authentic and contemporary.
Seamless Shopping and Enhanced Convenience
Lululemon is ensuring Milan guests enjoy an omni-channel retail experience. The Endless Aisle BBR (Back Back Room) solution allows shoppers seamless access to lululemon’s entire product lineup, including items not physically available in-store. This innovative approach promises visitors an integrated and satisfying shopping journey, setting a new standard for athletic wear retail in Italy. Additionally, Global Blue Tax-Free Shopping will be offered for international guests, helping visitors to one of Europe’s most popular tourist destinations save on their lululemon purchases.
Strategic Growth in EMEA
The Milan opening is a key milestone in lululemon’s Power of Three ×2 growth strategy, which aims to quadruple international revenue from 2021 levels by the end of 2026. Italy joins an expanding network of lululemon stores in the UK, Ireland, Germany, France, Spain, the Netherlands, Norway, Sweden, and Switzerland. With Milan as its Italian gateway, lululemon is set to deepen its roots in Europe’s fashion and wellness scenes.
Fostering Community and Wellbeing
Lululemon’s approach goes beyond clothing, aiming to build genuine connections through community-focused initiatives. The company plans to engage the Milan community with local activations, including partnerships with fitness studios, the creation of run clubs, and a new ambassador program. These efforts will address physical, mental, and social health, reflecting lululemon’s holistic values.
