lululemon is set for the biggest single-year market push in its history. The athletic apparel company confirmed it will open in six new countries in 2026 — India plus five European markets — entirely through franchise partnerships rather than company-owned stores. For a brand that built its name on directly operated flagships, the shift says a lot about how premium Western labels now plan to reach Asia and other high-growth regions.
The rollout splits across two partners. In Europe, lululemon will launch in Greece, Austria, Poland, Hungary and Romania alongside Arion Retail Group. In Asia Pacific, the brand enters India through a previously announced tie-up with Tata CLiQ, giving shoppers access via the Tata CLiQ Luxury and Tata CLiQ Fashion marketplaces. European customers will buy through lululemon.eu.
Each deal brings the full lululemon range — apparel and accessories built around yoga, running, training, tennis and golf — into markets where the brand had no prior physical presence.
lululemon already operates in more than 30 markets across North America, EMEA, Asia Pacific and Mainland China. The company has increasingly leaned on local franchise partners to move faster and carry less operational risk in unfamiliar territory. The 2026 entries follow franchise-led openings this year in Italy, Denmark, Turkey and Belgium.
“We’re thrilled to grow our presence and communities across Europe and Asia Pacific.”
That quote, from Sarah Clark, the brand’s Senior Vice President for EMEA, points to the logic: partner with operators who already understand the local retail and regulatory landscape, then plug in the brand system on top.
Of the six, India carries the most weight for Asia-focused observers. A rising middle class, fast-growing interest in fitness and wellness, and a partner with deep local retail infrastructure in Tata give lululemon a credible runway. The entry is digital-first through Tata CLiQ, a lower-cost way to test demand before committing to physical stores.
The lululemon move fits a pattern playing out across boutique fitness and premium retail: brands that once guarded direct control are handing regional expansion to experienced local partners. For the wider wellness and athleisure category in Asia, it signals that franchise and licensing structures — long standard in gyms and boutique studios — are now the default for apparel too. Store locations and timelines are expected through 2026, and the India launch in particular will be a useful barometer for how far the premium athleisure market can stretch across the region. More on the brand’s plans is available via lululemon corporate.
Source: 365 Retail — lululemon to Enter Six New Markets in 2026 Through Franchise Partnerships
