Lululemon athletica inc. is introducing ivivva athletica, a new brand the vertical retailer said is focused on 6-12 year olds and will feature technical, multi-functional apparel that will include many of the design features found in lululemon product.
The ivivva concept will initially focus on girls’ apparel and will be tested in three stand alone stores in Vancouver, Victoria, and Calgary, slated to open before the holiday season.
Lululemon CEO Christine Day said, “We are an entrepreneurial company that never stops innovating. We have listened to feedback from our guests and are excited to introduce ivivva through these three Canadian stores as a test concept. We believe this market is underserved and we are excited to create something to inspire a younger generation to be physically active.”
Ivivva athletica was created based on extensive feedback from guests who wanted athletic garments for a younger age group using the same signature fabrics, technical design features and exciting colors for which lululemon is known. ivivva garments are designed for function sports such as gymnastics, dance, figure skating, field hockey, track and field and soccer, as well as all-day versatility. As with lululemon garments, free hemming will be offered.
Lululemon will be using the existing oqoqo store locations in Vancouver and Victoria for the ivivva stores as the oqoqo line is integrated into the full lululemon product offering. The two existing oqoqo store locations will close in September 2009 and will re-open as ivivva stores in November 2009.
lululemon athletica inc. is introducing ivivva athletica, a new brand the vertical retailer said is focused on 6-12 year olds and will feature technical, multi-functional apparel that will include many of the design features found in lululemon product. 
