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July 15, 2025
Do Airport Stores Make Sense for Lululemon?
Lululemon has opened a store at Heathrow Airport, marking its first airport store in Europe — and fourth overall — as it targets the global traveler consumer.
Lululemon’s first airport store opening in Hong Kong in 2019 arrived just after the brand launched an “office, travel, commute” range of relaxed dressing. The brand has recently seen breakout success with travel bags. It also operates airport stores in Singapore and in its hometown of Vancouver.
Heathrow retail director Fraser Brown said in a statement, “As we strive to make every journey better, the launch of Lululemon in terminal 5 will give passengers the opportunity to enjoy their travel experience with added comfort and style. Lululemon has amassed a cult following for good reason, and we are excited to welcome such an iconic activewear brand to Heathrow.”
Lululemon Seeks Further Space in Airport Retail
Lululemon ranks as among the few soft goods brands exploring airport retail with most terminals featuring food and beverage outlets, newsstands, bookstores and duty-free shops, which offer tax-free items like alcohol, tobacco, and luxury goods.
Among others with aggressive pushes into airport retailing, Spanx, which makes body-shaping underwear and activewear, operates 14 airport locations in the U.S. while Johnston & Murphy, the footwear chain, has 24 airport locations. In a release last fall announcing a renovation of its store at Charlotte Douglas International, Johnston & Murphy President Danny Ewoldsen said: “We continue to see growth in retail and are highly encouraged by the rise in foot traffic and sales in our airport locations.
Others apparel brands with airport stores include Vineyard Vines with locations at airports in Boston and Raleigh-Durham; Rip Curl with locations in Los Angeles, Miami, and Philadelphia; and Victoria’s Secret with outlets in Miami, Los Angeles, and New York City.
Some beauty brands, including MAC Cosmetics, Kiehl’s, and Kylie Cosmetics, have stand-alone shops in many major airports. In the toy space, Build-A-Bear Workshop operates a number of airport outlets — although Toys R’ Us recently closed its only airport location, in Dallas Fort Worth International Airport.
Luxury Brands Target Airports, Captive Customers
Earning significant attention is the post-pandemic revival in luxury brands opening stores in airports to reach affluent global travelers. Airports enable retailers to reach captive shoppers as they wait for their flights to take off as well as new consumers.
Yukun Bi, chief strategy officer at Hylink Group, a Chinese digital advertising agency, believes airports offer an opportunity for brands to reach younger consumers who tend to discover brands online. She told Forbes, “Inside an airport, it may be one of the first opportunities for these audiences to get to actually experience the brand and its products.”
Discussion Questions
Does it make sense for Lululemon to open airport stores?
Has the retail opportunity at airports expanded well beyond travel needs?
What type of stores would be ideal for airports that are currently underrepresented?
Poll
Loading …BrainTrust
Lisa Goller
B2B Content Strategist
Georganne Bender
Principal, KIZER & BENDER Speaking
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
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Given the volume of traffic at Heathrow and the mix of passengers, this is a great opportunity for Lululemon to generate sales and expose the brand. Don’t forget, while Lululemon has very heavy exposure and penetration in the US, its reach in international markets – including the UK – is more embryonic.
The other point to be made here is that retail at Heathrow is very sophisticated. It’s not like the basic offer found at most US airports. This is driven by a different travel mix and mindset and a propensity for luxury and high end purchasing.
You were first past the post on all three of the Lululemon posts we’ve had (in just the past week), Neil, I’m thinking there’s some kind of trifecta payoff here. 🙂
Yes, a lifetime supply of stretchy leggings! (I hope not, I’d look horrendous in them)
But you’ll still be fast!
Also, I’m just counting my lucky stars that we’ve had a spate of Lulu posts rather than a spate of AI related posts!
I am making a good salary from home $1400-$2400/week , which is amazing, under a year back I was jobless in a horrible economy. I thank God every day I was blessed with these instructions and now it’s my duty to pay it forward and share it with Everyone,
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My question here is what the purpose is: I can’t see this being a huge sector for sales, themselves – there just aren’t that many people in airports (compared to how many are outside of them) – but for brand exposure it might be useful. And of course there’s one clear upside: they won’t have to compete against Costco there….yet.
Heathrow T5 serves over 30 million passengers every year. Admittedly, not all are in the mood for shopping, but that’s more annual foot traffic than many US malls!
Correct; so if one is to pick an airport Heathrow is a good one to choose. But the problem is there’s only one Heathrow, so airports are never going to be a primary venue.
Airport retail consumers likely align well with that of LULU’s target demo. Last I checked, airport retail was about 8% of luxury sales and was growing around 12%.
If LULU considers adding some sort of experiential aspect, like areas for stretching before/post flight or access to a meditation area it could become a brand building play as well.
Airports, and hand selected terminal within, are a diversification strategy. Category exclusivity (no Alo or Vuori unless they grew bigger). Athleta or Gap umbrellas stores would have wider appeal.
Either way, a new sales channel does not change current brand perception issues (from quality to dupes to price). Experiential would bring back the in-store feel that built the original “community”.
Lululemon is a global brand and so exposure in airports makes good sense. But the economics of airport retail are distinct – having a physical location is not only a place to purchase, but also, and even more importantly, to promote the brand. The fact is, airport stores will never be material for Lululemon from a revenue perspective, but they are meaningful from a brand exposure perspective. In general, airport retailing is evolving in some interesting ways, with brands and offerings that we have never seen in airports before. This makes the airport retail segment an exciting one, but again, it also comes with different economics and constraints. Higher rent, constrained operating hours, and additional security protocols will impact the economics, but for many retailers it’s still worth exploring.
I have never said to myself, “Gee, I could use a pair of leggings”, while at an airport.
And at baggage claim, when a bag goes missing/late, would the frustration translate into positive CX ?!!!
No, because once you are at baggage claim you can’t get back into the terminal where the shops are without a ticket. You’d still be in a cab heading to the nearest shopping center!
I cannot speak to sales, but definitely can speak to exposure. There are many brands that recognize the opportunity for international exposure through having a presence at busy airports.
Lululemon is already a recognized brand in the US, known for its quality merchandise. This is a perfect opportunity for them to get exposure into more markets.
I agree with the masses here, airport stores do make sense for Lulu. It was always a little shocking but luxury did quite well in duty free airport locations, there is a market there. Of course in the right locations and with the right product mix, with retail it’s always location, location, location. Heathrow T5 is a perfect example of a great location. It’s great for brand awareness globally especially as its gotten extremely competitive for Lulu, this is a nice way to expand. They need to do their research and choose the right locations.
You have a captive audience. They need an experiential experience like a climbing wall, aerobics/spin class, etc. to add that extra something. It is a higher-end brand and definitely would do well in airports such as La Guardia, SFO, or LAX.
In North America, the passenger flow and available retail space would support locations at LGA, Dulles, Atlanta, Miami, Detroit, O’Hare (new terminal when finished), MSP, Houston IAH, DFW, Denver, Salt Lake, LAX, Las Vegas, SFO, Seattle, and Toronto, Calgary, and Montreal. Would also look at Panama City and Cancun as they’ve become massive connecting terminals.
I’d also look overseas at Seoul-Incheon, Taipei-TPE, Tokyo-Haneda and Narita, Amsterdam, Copenhagen, Zurich, Madrid; of course Dubai and Abu Dhabi, and even give Addis Ababa a try as that operation gets truly massive.
Lots and lots of apparel brands are finding fertile ground in the terminals – at my home port of MSP almost 1/5 of the main terminal spaces offer some or mostly clothing, including locally-manufactured vendors and outdoor/adventure gear as befits our locale. Hammermade even makes airport-exclusive designs in socks and ties!
Lululemon and airports make a perfect fit. The brand reaches upscale shoppers and customers get comfortable apparel for their flight and active lifestyle.
Lisa, didn’t they get comfortable apparel for their flight and active lifestyle before they went to the airport?
Yes, that’s likely. And now we need cute outfits for our Instagram travel pics.
This is a great idea. Now people don’t have to pack their workout clothes.
Lululemon’s airport strategy is a strategically sophisticated move in the growing travel-ready athletic wear market. The company has had several years to learn about airport retail economics and travel shopping behavior since opening its first airport shop in Hong Kong in 2019, and now, with its fourth airport shop in Heathrow. Travel-ready athletic wear addresses real consumer pain points—comfort during long flights, versatility for business-to-leisure transitions, and the convenience of not having to pack workout clothes.
Retail is evolving from a location-based to an occasion-based model, catering to the “always-on” lifestyle that characterizes affluent global consumers. After taking some careful early steps, Lululemon needs to secure the best airport real estate before other premium lifestyle brands do.
I’ve spent a fair amount of time in the last couple of weeks doing a deep dive on the assortments of Lulu, Vuori, Rhone and some other brands. I’ve been more than a little surprised to see how much of the assortments have been devoted to product other than pure workout wear. Some brands even have a “Travel” tab where they have curated an assortment under that banner. So, heck yeah…airports…go for it…!!! A little testing will determine assortment content between workout wear and “travel sportswear”. Sounds like the numbers not only support this endeavor, but actually demand it. If foot traffic is vanishing from remote “C” malls but can be found in “A” airports, retail has to respond.
Heathrow is the #5 airport for traffic globally. I’d think that most of the Top 30 would work for Lululemon. Here’s the Top 30. For a little fun, how many have you visited? I’ve visited the 25 in bold below.