Lululemon Bets on Mexico With A Dedicated E-Commerce Site and 8 New Stores in 2026

Lululemon launched lululemon.mx on April 20, 2026, bringing its first direct-to-consumer e-commerce channel to Mexico as part of a coordinated push to scale both its digital and physical presence in the market. The launch coincides with a plan to open 8 new stores in Mexico during fiscal 2026, bringing the brand’s in country footprint to more than 30 locations by year end.

A Coordinated Market Push

The new site gives Mexican shoppers access to Lululemon’s full assortment of technical apparel, footwear, and accessories across yoga, pilates, running, training, tennis, golf, and everyday movement. Eight of the approximately 15 new North American stores planned for fiscal 2026 will open in Mexico, a significant concentration of new-store capital in a single market.

From Franchise to Direct Control

Lululemon entered Mexico in 2017 through a franchise partner and agreed to acquire those 15 franchised locations in May 2024, taking direct control of the market ahead of this expansion. The e-commerce launch is the next step in that transition, giving the brand a fully owned omnichannel operation in Mexico for the first time.

Why Mexico, Why now

Mexico is emerging as a core growth target as Lululemon’s home markets in the U.S. and Canada mature. The company generated $11.1 billion in revenue over the last twelve months and is increasingly looking to international and underpenetrated regional markets to sustain its growth trajectory. Rising consumer interest in wellness and premium athletic apparel in Mexico supports the timing of this expansion.

Carla Anderson, Senior Vice President and General Manager North America at lululemon, said, “The launch of lululemon.mx, alongside our planned store expansion in Mexico, highlights an exciting next chapter in our North America growth journey. The momentum we are driving in Mexico reflects the strength and relevance of our brand within the community.”

What It Means For The Brand

The omnichannel rollout, e-commerce first, stores to follow, mirrors how Lululemon has entered other markets and keeps capital risk controlled while building digital demand ahead of physical investment. With more than 30 stores expected in Mexico by fiscal year-end, the market is moving from a secondary presence to a meaningful part of the brand’s North American operating base.