Toronto's Ossington strip recently saw the opening of a new lululemon concept store that exclusively sells men's activewear. This means that instead of the brand's signature yoga pants and sports bras, shoppers are more likely to find running shorts and cozy loungewear.
The new lululemon concept store is called 'The Local' and it is the second incarnation of the brand's menswear-only outposts -- the first of which is located in New York City. Like the New York City store, the Toronto boutique boasts a masculine decor, complete with concrete floors, wood accents and exposed ceiling pipes. In terms of merchandise, the shop showcases a vast selection of men's activewear, with options ranging from CrossFit apparel to running gear and everyday sweats. The shop is also designed to serve as a hub for active men, with a ping pong table, a directory of running group routes and a coffee bar stocked with Station cold brew.
Menswear-Only Activewear Shops
'The Local' is a lululemon Concept Store That Only Sells Menswear
Trend Themes
1. Menswear-only Activewear Shops - Creating retail spaces that exclusively sell activewear for men will pave way for more masculine-centered athletic gear options.
2. Concept Stores - Establishing exclusive concept stores for targeted markets can be an innovative way for brands to diversify their offerings.
3. Athletic Loungewear - Providing stylish and comfortable athletic loungewear options for men can be a disruptive innovation.
Industry Implications
1. Athletic Apparel - The athletic apparel industry is embracing the men's activewear market and creating more specialized options.
2. Retail - Creating exclusive brick-and-mortar stores for specific markets can shake up traditional retail models.
3. Coffee - Coffee bars integrated into concept stores can provide a new revenue stream and increase customer engagement.