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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.”