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lululemon athletica inc.

LULU
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Business Summary

The athletic apparel industry is highly competitive, with competition based principally on brand image and recognition as well as product quality, innovation, style, distribution, and price. The market includes increasing competition from established companies expanding their production and marketing of performance products, as well as from frequent new entrants. The industry is also subject to general seasonal trends common to the retail apparel industry, with net revenue typically larger during the fourth fiscal quarter.

Primary competitors include global as well as regional and country-specific wholesalers and direct retailers of athletic apparel, including large, diversified apparel companies with substantial market share, established companies expanding their production and marketing of technical athletic apparel, smaller retailers, and those specifically focused on women's athletic apparel. The company competes on the basis of its premium brand image, technical product innovation, and commitment to creating highest quality product. Its vertical retail distribution strategy and community-based marketing are cited as differentiators that allow more effective control of brand image and connection with guests.

The company generates revenue through an omni-channel retail model, operating a combination of physical retail locations and e-commerce services via websites, region-specific websites, third-party online marketplaces, and mobile apps. Revenue is derived from company-operated stores, e-commerce, and other channels including outlets, wholesale, temporary locations, license and supply arrangements, and a re-commerce program. The company refers to its customers as guests.

The company offers a comprehensive line of technical athletic apparel, footwear, and accessories under the lululemon brand. The apparel assortment includes pants, shorts, tops, and jackets designed for a healthy lifestyle including athletic activities such as yoga, running, training, and most other activities, as well as apparel designed for being on the move and fitness-inspired accessories. During 2025, women's, men's, and accessories and other categories represented 63%, 24%, and 13% of net revenue, respectively. The women's range remains core to the business, the men's range is a key pillar of strategic growth plans, and accessories and other categories are viewed as a way to attract new guests.

The company operates in 30 countries organized into four regional markets: Americas, China Mainland, Asia Pacific, and Europe and the Middle East. It reports three segments: Americas, China Mainland, and Rest of World (comprised of APAC and EMEA on a combined basis). In 2025, the Americas generated net revenue of $7,847,044,000 , representing 71% of total net revenue. China Mainland generated net revenue of $1,754,799,000 , representing 16% of total net revenue. Rest of World generated net revenue of $1,500,757,000 , representing 13% of total net revenue. As of February 1, 2026, there were 811 company-operated stores, compared to 767 as of February 2, 2025. Sales per square foot were $1,426 for 2025 and $1,574 for 2024.

On September 10, 2024, the company acquired the lululemon branded retail locations and operations in Mexico previously run by a third-party licensee. During 2025, the company repurchased 5.0 million shares for $1.2 billion , and in December 2025, the board of directors approved a $1.0 billion increase to the stock repurchase authorization, bringing the total authorization to $4.0 billion . The company launched Impact Agenda 2030 in 2025, composed of two pillars — People and Planet. The company achieved its goal to invest a total of $75.0 million to advance equity in wellbeing. The Chief Executive Officer stepped down effective January 31, 2026, and interim co-Chief Executive Officers were appointed during a transition period.

Net revenue increased 5% to $11.1 billion in 2025, compared to $10,588,126,000 in 2024. Gross profit was consistent at $6.3 billion in 2025 compared to $6,270,811,000 in 2024. Gross margin decreased 260 basis points to 56.6% . Income from operations decreased 12% to $2.2 billion . Operating margin decreased 380 basis points to 19.9% . Net income was $1,579,183,000 in 2025 compared to $1,814,616,000 in 2024. Diluted earnings per share were $13.26 for 2025 compared to $14.64 in 2024.

Business Outlook

The company expects capital expenditures to range between $725.0 million and $745.0 million in 2026. The company expects inventories to increase in the mid-single digits by the end of 2026, and on a unit basis, expects inventories to slightly decrease. The company expects the tariff and de minimis changes to continue to adversely affect product costs, gross profit, and income from operations in 2026, and mitigating actions are not expected to fully offset the effect of imposed tariffs and the removal of the de minimis exemption.

International growth is a key vector, with the company planning to continue to invest in China Mainland and expecting the most company-operated store openings in 2026 to be in this market. The company also intends to continue to invest in APAC and EMEA to build brand awareness, including leveraging global ambassadors, and plans to open new retail locations, including new EMEA and APAC markets where growth opportunities are identified. In the Americas, the company has developed an action plan structured around three strategic pillars — product creation, product activation, and enterprise efficiency — to drive improvement in this region while maintaining revenue growth in international businesses.

Product creation initiatives include increasing the frequency and breadth of new styles, with new styles in 2025 including Daydrift, Be Calm, Big Cozy, and Mile Maker, and reinvigorating key franchises including Scuba, Dance Studio, and ABC. The company is executing initiatives intended to reduce product development timelines and has been enhancing chase capabilities for more responsive replenishment of select strong-performing styles. Product activation initiatives include improving the in-store experience through individual item count reduction, improving in-store storytelling, enhancing visual merchandising, improving the digital experience through website enhancements, and continued investment in integrated marketing focused on driving awareness and excitement for product newness and innovation.

The company is taking enterprise-wide operating efficiency and cost-saving initiatives, selective price increases, and supply chain initiatives to help mitigate the cost of increased tariffs and current revenue trends in the Americas. The unmitigated impact of increased tariffs and the removal of the de minimis exemption resulted in a reduction to gross profit for 2025 of approximately $275 million . The company expects continued decline in gross margin and operating margin in 2026. The company remitted $216 million of tariffs under the IEEPA in 2025, though the ultimate amounts recoverable remain uncertain.

The company operates and distributes finished products from distribution facilities in the United States, Canada, and Australia, where it owns its distribution center in Groveport, Ohio, and leases other distribution facilities. In other markets, the company utilizes third-party logistics providers. The company regularly evaluates its distribution infrastructure and consolidates or expands distribution capacity as appropriate. The company has invested in technologies enabling its omni-channel retailing model, including buy online pick up in store, back-back room, ship from store, returns processing, and one inventory pool capabilities.

Capital expenditures are expected to range between $725.0 million and $745.0 million in 2026. As of February 1, 2026, the remaining authorized amount available under the stock repurchase program, excluding commissions and excise taxes, was $1.4 billion . The company does not anticipate paying any cash dividends on its common stock in the foreseeable future. The company's board of directors approved a new repurchase program authorizing up to $4.0 billion in aggregate, including $1.0 billion initially authorized on November 29, 2023, and additional $1.0 billion increases on May 29, 2024, December 3, 2024, and December 3, 2025.

The company experienced lower store traffic in the Americas in 2025, partially reflective of inflationary pressures and economic uncertainty weighing on discretionary spending. The company faces headwinds from changes to U.S. tariff and customs policy, including the elimination of the de minimis exemption effective May 2, 2025, with an Executive Order extending this elimination globally beginning August 29, 2025, and legislation enacted to repeal the statutory exemption entirely by July 1, 2027. The countries from which the company sources the majority of its products are now subject to higher tariffs on imports into the United States. There has been significant volatility in U.S. tariff and customs policy recently, with frequent changes in rates, sudden elimination or reinstatement of exemptions, shifts in implementation dates, and reversals of prior actions.

The company faces risks from global political and economic instability, including geopolitical conflicts and political polarization. A significant portion of the company's technical fabrics originates from Taiwan, and any military conflict, trade embargo, or disruption affecting that region could materially impact the ability to source materials and fulfill customer orders. The company also faces risks related to the Uyghur Forced Labor Prevention Act and similar measures in other jurisdictions, which increase compliance obligations, supply chain due diligence requirements, and the risk of shipment delays or detentions.

Risk Factors

The company faces material risks from changes to U.S. tariff and customs policy, including the elimination of the de minimis exemption, which increased product costs during 2025 and is expected to continue into 2026 and beyond, with the unmitigated impact of increased tariffs and the de minimis removal resulting in a reduction to gross profit of approximately $275 million in 2025. The company's supply chain is concentrated, with 40% of products manufactured in Vietnam, 34% of fabrics originating from Taiwan, and the top five vendors producing 47% of products, creating exposure to geopolitical disruptions and supplier concentration. The company experienced lower store traffic in the Americas in 2025, partially reflective of inflationary pressures and economic uncertainty weighing on discretionary spending, and a decline in Americas comparable sales of 3% contributed to a decline in global sales per square foot. The company's Chief Executive Officer stepped down effective January 31, 2026, and interim co-Chief Executive Officers were appointed, creating uncertainty during the transition period. The company is subject to a proxy contest, with Dennis J. 'Chip' Wilson delivering a notice of intent to nominate three directors for election at the 2026 Annual Meeting of Stockholders and submitting a non-binding stockholder proposal, which could disrupt operations and divert management attention.

Management Priorities

Management's message emphasizes that in 2025, the company delivered net revenue growth of 5% , with a 22% increase in international regions offsetting a decrease of 1% in the Americas. International revenue growth was driven by a 29% increase in China Mainland and a 16% increase in Rest of World. Operating margin decreased 380 basis points and diluted earnings per share decreased by 9% , mainly due to the impact from increased tariff rates in the United States and the removal of the de minimis provision. Management has developed an action plan structured around three strategic pillars: product creation, product activation, and enterprise efficiency, to drive improvement in North America while maintaining revenue growth in international businesses. The company has taken mitigating actions including selective price increases and vendor negotiations, but does not expect these actions to fully offset incremental costs from tariffs and de minimis changes, and believes these will continue to adversely affect gross margin and income from operations in 2026.

View Source Annual Report on SEC.gov ↗

References

  1. [1] Item 1, Business — Our Markets and Segments
  2. [2] Item 1, Business — Our Markets and Segments
  3. [3] Item 1, Business — Our Markets and Segments
  4. [4] Item 1, Business — Our Selling Channels
  5. [5] Item 1, Business — Our Selling Channels
  6. [6] Item 1, Business — Our Selling Channels
  7. [7] Item 1, Business — Our Selling Channels
  8. [8] Item 7, MD&A — Overview
  9. [9] Item 7, MD&A — Overview
  10. [10] Item 7, MD&A — Overview
  11. [11] Item 5, Market for Registrant's Common Equity — Issuer Purchase of Equity Securities
  12. [12] Item 1, Business — Human Capital
  13. [13] Item 7, MD&A — Overview
  14. [14] Item 7, MD&A — Financial Highlights
  15. [15] Item 8, Consolidated Statements of Operations and Comprehensive Income
  16. [16] Item 7, MD&A — Financial Highlights
  17. [17] Item 8, Consolidated Statements of Operations and Comprehensive Income
  18. [18] Item 7, MD&A — Financial Highlights
  19. [19] Item 7, MD&A — Financial Highlights
  20. [20] Item 7, MD&A — Financial Highlights
  21. [21] Item 7, MD&A — Financial Highlights
  22. [22] Item 7, MD&A — Overview
  23. [23] Item 7, MD&A — Financial Highlights
  24. [24] Item 8, Consolidated Statements of Operations and Comprehensive Income
  25. [25] Item 8, Consolidated Statements of Operations and Comprehensive Income
  26. [26] Item 8, Consolidated Statements of Operations and Comprehensive Income
  27. [27] Item 8, Consolidated Statements of Operations and Comprehensive Income
  28. [28] Item 7, MD&A — Liquidity Outlook
  29. [29] Item 7, MD&A — Import Tariffs
  30. [30] Item 7, MD&A — Import Tariffs
  31. [31] Item 7, MD&A — Liquidity Outlook
  32. [32] Item 8, Note 21 — Earnings Per Share
  33. [33] Item 5, Market for Registrant's Common Equity — Issuer Purchase of Equity Securities
  34. [34] Item 5, Market for Registrant's Common Equity — Issuer Purchase of Equity Securities
  35. [35] Item 5, Market for Registrant's Common Equity — Issuer Purchase of Equity Securities
  36. [36] Item 7, MD&A — Import Tariffs
  37. [37] Item 1, Business — Sourcing and Manufacturing
  38. [38] Item 1, Business — Sourcing and Manufacturing
  39. [39] Item 1, Business — Sourcing and Manufacturing
  40. [40] Item 7, MD&A — Comparable Sales and Sales Per Square Foot
  41. [41] Item 7, MD&A — Overview
  42. [42] Item 7, MD&A — Overview
  43. [43] Item 7, MD&A — Overview
  44. [44] Item 7, MD&A — Overview
  45. [45] Item 7, MD&A — Overview
  46. [46] Item 7, MD&A — Overview
  47. [47] Item 7, MD&A — Overview
  48. [48] Item 8, Consolidated Statements of Operations and Comprehensive Income
  49. [49] Item 8, Consolidated Statements of Operations and Comprehensive Income
  50. [50] Item 8, Consolidated Statements of Operations and Comprehensive Income
  51. [51] Item 8, Consolidated Statements of Operations and Comprehensive Income
  52. [52] Item 8, Consolidated Statements of Operations and Comprehensive Income
  53. [53] Item 8, Consolidated Statements of Operations and Comprehensive Income
  54. [54] Item 8, Consolidated Statements of Operations and Comprehensive Income
  55. [55] Item 8, Consolidated Statements of Operations and Comprehensive Income
  56. [56] Item 7, MD&A — Results of Operations
  57. [57] Item 7, MD&A — Results of Operations
  58. [58] Item 8, Consolidated Statements of Operations and Comprehensive Income
  59. [59] Item 8, Consolidated Statements of Operations and Comprehensive Income
  60. [60] Item 7, MD&A — Financial Highlights
  61. [61] Item 7, MD&A — Results of Operations
  62. [62] Item 8, Consolidated Balance Sheets
  63. [63] Item 8, Consolidated Balance Sheets
  64. [64] Item 8, Consolidated Statements of Cash Flows
  65. [65] Item 8, Consolidated Statements of Cash Flows
  66. [66] Item 7, MD&A — Gross Margin
  67. [67] Item 7, MD&A — Gross Margin
  68. [68] Item 7, MD&A — Segment Results, Americas
  69. [69] Item 7, MD&A — Segment Results, Americas
  70. [70] Item 7, MD&A — Segment Results, China Mainland
  71. [71] Item 7, MD&A — Segment Results, China Mainland
  72. [72] Item 7, MD&A — Segment Results, Rest of World
  73. [73] Item 7, MD&A — Segment Results, Rest of World

Analysis on 9/29/2026