Lululemon to Enter Six New Markets in 2026 with Record Franchise Expansion

Lululemon is ramping up its global ambitions, planning to enter six new international markets in 2026 through franchise partnerships in what the company calls the largest single-year expansion in its history. The move sharpens Lululemon’s focus on international growth at a time when its home U.S. market is facing pressure.

Lululemon’s 2026 Market Expansion

In 2026, Lululemon will launch in Greece, Austria, Poland, Hungary, and Romania via a franchise partnership with Arion Retail Group, alongside a separate previously announced entry into India with partner Tata CLiQ. The brand frames this as a record expansion year, with six new markets representing its largest single-year international push to date.

Customers in these European countries will be able to shop the full range through lululemon EU, while shoppers in India will access the brand via Tata CLiQ Luxury and Tata CLiQ Fashion online platforms. This blend of regional e-commerce and local franchise operators is designed to scale quickly without the heavy capital requirements of wholly owned retail.

Franchise Strategy And Community Focus

The expansion will run on a franchise model, allowing Lululemon to partner with specialist operators to grow its footprint while maintaining control over brand standards and product mix. The company notes that this builds on recent franchise-led entries into Italy, Denmark, Turkey, and Belgium, signaling that franchising is now a core lever in its international strategy.

“Each of these markets offers exciting potential for our brand,” Sarah Clark, Senior Vice President, EMEA at Lululemon, said, adding that the team looks forward to working with franchise partners to bring its product and experiences to more guests. The brand will lean on its ambassador networks and local community events focused on movement and wellbeing to introduce itself and build loyalty in new cities.

Doubling Down On International Growth

International growth has become a key driver of Lululemon’s long-term story, as the company already operates in more than 30 markets worldwide across North America, EMEA, Asia Pacific, and Mainland China. The 2026 entries mark a new phase in this trajectory, following earlier European launches and continued store openings in high-growth regions like China and Mexico.

At the same time, analysts note that U.S. trends have softened, with some expecting same-store sales in the company’s primary market to decline 3% to 4% in the second half of 2025 as competition intensifies. Against that backdrop, the brand’s international and digital momentum—backed by guidance for full-year 2025 revenue of $10.85 billion to $11.0 billion—is an increasingly important counterweight for investors and retail partners watching the next phase of growth.