Lululemon introduced the a luxury streetwear label Lab online and in 45 stores.
The Lab brand, which was previously only available in limited editions at a few Lab stores in New York City and Vancouver, will continue to expand as a separate brand from Lululemon Athletica, Inc., Fast Company reported.
“We are intentionally limiting the distribution of this collection because we know that our high-value, loyal guests have been looking for something that is more limited-edition,” Sun Choe, Lululemon’s head of product, told FC. “As we grow internationally, we know that exclusivity is something that is very important in Asia and Europe.”
