Lululemon has announced plans to expand its international presence in 2026 by entering six new markets through franchise partnership agreements — the largest single-year market entry in the athletic apparel brand’s history. The rollout covers Greece, Austria, Poland, Hungary, Romania and India, and marks a decisive shift toward a franchise-led international model.
Five of the six new markets — Greece, Austria, Poland, Hungary and Romania — will be operated in collaboration with Arion Retail Group, a Europe-focused franchise operator. Guests in those countries will initially access lululemon’s full product range online via lululemon.eu, with physical store locations, timelines and community activations to be shared during 2026.
In parallel, lululemon’s previously announced India entry will proceed through a partnership with Tata CLiQ, one of India’s largest premium digital marketplaces. Indian consumers will initially shop the brand through Tata CLiQ Luxury and Tata CLiQ Fashion, giving lululemon a digital-first path into a fast-growing athleisure market projected to keep double-digit growth for several years.
“We’re thrilled to grow our presence and communities across Europe and Asia Pacific.”
That was the message from Sarah Clark, senior vice president EMEA at lululemon, who highlighted the “strong demand for the lululemon brand around the world” and framed the six-market entry as a step-change in the company’s international strategy.
The franchise partnerships will bring lululemon’s full athletic and lifestyle apparel and accessories range to guests in the new markets, spanning categories built around key growth verticals.
Historically, lululemon expanded through company-owned stores. The franchise model — already used for recent entries into Italy, Denmark, Turkey and Belgium — lets the brand move faster in markets where a local operating partner brings retail real estate, hiring and consumer insight advantages. It is also a capital-efficient way to reach mid-sized European economies and premium segments in emerging markets.
Market expansion sits at the top of lululemon’s multi-year growth plan. The company already operates in more than 30 markets across North America, EMEA, Asia Pacific and China Mainland. This summer’s Italy launch and the newly announced 2026 markets bring the international pipeline to the largest it has ever been.
For global retail operators, the announcement reinforces three trends. First, premium athleisure remains one of the few apparel categories still growing at double-digit rates in Asia and Central Europe. Second, big US brands are increasingly willing to use franchise partners in second-tier markets rather than build country teams. Third, digital-first entries paired with later physical rollouts — the Tata CLiQ India model — are becoming the default playbook for Asia.
Store locations, opening dates and community events for the six markets are expected to be shared throughout 2026 as partners finalize real estate and staffing.
Source: 365 Retail — lululemon to Enter Six New Markets in 2026 Through Franchise Partnerships
