Lululemon, the Canadian athleisure powerhouse, has officially entered the Belgian market with the grand opening of its first store on Antwerp’s iconic Meir shopping street. The move represents a key milestone in the brand’s ongoing international expansion, with a second location set to launch this summer on Avenue de la Toison d’Or in Brussels.
A Leader in Athleisure and Wellness Culture
Founded over 25 years ago as a yoga-focused apparel company, Lululemon has since evolved into a global lifestyle brand—synonymous with the growing health, mindfulness, and athleisure movements. The brand’s mission now goes far beyond apparel: it’s about fostering community, balance, and well-being.
Lululemon’s influence extends well past product lines. As noted by industry expert Jorg Snoeck of RetailDetail, the brand has long been a pioneer in customer engagement, often hosting in-store yoga sessions and wellness events as early as two hours before opening—turning retail locations into true community hubs.
A Premium Retail Experience in the Heart of Antwerp
The 391-square-metre flagship store on the Meir is surrounded by fellow global sportswear leaders such as Nike, Courir, JD Sports, and Foot Locker. The new space features striking limestone floors, soaring ceilings, and a digital façade screen designed to captivate passersby and create an immersive brand experience.
Inside, customers will discover Lululemon’s full collection of high-performance apparel for yoga, running, training, tennis, golf, and everyday wear. The store layout is thoughtfully arranged, with women’s clothing on the right, men’s on the left, and a set of nine unisex fitting rooms centrally placed for convenience.
In addition to apparel, Lululemon offers a curated range of accessories including bags and water bottles, with a unique personalization service that allows customers to engrave items on-site—adding a bespoke, experiential touch.
Expansion Continues in Belgium
Lululemon describes this debut as “an important milestone” in its European growth journey. The upcoming Brussels store, opening on the Avenue de la Toison d’Or, will further solidify the brand’s presence in Belgium’s most fashion-forward cities.
At Star Brands Consulting Group, We Watch Retail Evolution Up Close
Lululemon’s expansion into Belgium underscores the momentum of health-focused lifestyle brands and the increasing value of experiential, wellness-driven retail spaces. With consumer habits shifting toward activewear that blends comfort and culture, Lululemon’s model proves both scalable and deeply resonant with modern shoppers.
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