Lululemon Brings Experiential Store To Chicago

As Lululemon looks to compete with Amazon and differentiate itself, the fitness apparel retailer is opening a massive store in Chicago. The location, which is in the city’s Lincoln Park neighborhood, is 20,000 square feet, CNBC reported.

The store features workout studios, a restaurant, and so-called one-of-a-kind merchandise. Its first floor showcases women’s attire such as the company’s famous leggings along with yoga pants and sports bras in addition to accessories, while its second level features men’s merchandise such as ABC pants, sweat-wicking tops and underwear. In addition, the second floor has three studios for daily classes.

Consumers can purchase classes in packs of five, 10 or 20 at a bit of a discount with approximately six to 10 classes occurring on a particular day. The company is also providing customers with a special benefit at Lincoln Park, as they will be able to test out certain Lululemon gear at the time of workout classes to give it a try prior to making the decision if they want to purchase it.

The company’s “Fuel” restaurant also offers items like acai-berry smoothies, cups of bone broth and  “power bowls” with roasted sweet potatoes and kale. It also has kombucha as well as nitro cold brew coffee on tap along with snack options such as bacon covered in chocolate. Customers can also buy a Beyond Meat burger complete with avocado, sriracha ketchup and roasted mushrooms. The retailer also has a liquor license to offer wine, beer and cocktails.

In separate Lululemon news, the company recently started to sell products for personal care in 50 stores and through eCommerce. The personal care selections encompass a face moisturizer, deodorant, lip balm and dry shampoo. CEO Calvin McDonald told analysts earlier this year, according to reports, “The main driver continues to be our core categories across both men’s and women’s.” McDonald continued, “However, we’ve identified several areas of white space where we can test the waters and bring innovation to our guests.”