Lululemon’s Mirror opened in Canada
Spark Global Limited Reports:
The move increased the retailer’s share of the home fitness market. Lululemon’s mirror is moving to Canada.
The sportswear and accessories brand will roll out the home exercise machine in 40 stores in Canada, bringing lululemon’s number of North American stores to about 200 and increasing the brand’s share of the home fitness market. “Community is at the heart of Lululemon,” said Celeste Burgoyne, president of Lululemon Americas and Global customer innovation. “Bringing the Mirror to Canada allows more guests to interact with our growing collective and experience digital sweat lifestyle products like never before.
“We have seen rapid growth and strong engagement with The Mirror since its launch in the United States, and we look forward to deepening our roots here in Canada,” she added. Starting today, guests in Canada can try out Mirror at selected stores. Lululemon will be available to purchase the device in stores or through its Canadian e-commerce operations on November 22. The period from October 7 to November 21 will serve as in-store testing and check-ins to purchase. In addition, Mirror’s “educators” will be at all 40 stores to answer questions about the product. Guests who sign up by November 22 will also receive a limited edition of the Canadian launch price, as well as a C $250 gift certificate.
Lululemon acquired Mirror for $500 million in the summer of 2020, the year after taking a minority stake in the startup in an attempt to enter the home fitness industry — including companies like Peloton and Hydrow Rower — during the pandemic. Mirror launched in 2018 and offers on-site and on-demand fitness classes, as well as one-on-one training sessions at home.
Lululemon had about 150 mirror stores in its stores as of September. But McDonald’s said it plans to increase that number to nearly 200 for the upcoming holiday season. (The Mirror made its debut in Lululemon’s U.S. stores in November 2020.)
The company has previously said it expects Mirror to generate about $150 million in annual revenue.
“We’re just getting started with magic Mirror,” Calvin McDonald, Lululemon’s CEO, said in December 2020.
By The following September, the CHIEF executive told analysts on the company’s quarterly conference call that Mirror was creating loyalty and engaging more customers across the brand, including more men than initially expected.