Since they were founded in 1998, lululemon has successfully expanded throughout North America, Europe, Asia and Oceania. In 2017, the United States held the majority of their international stores, followed by Australia and the United Kingdom, with corporate-owned stores generating just over 69 percent of revenue that year. The number of lululemon retail stores worldwide is forecasted to reach 634 by 2023. The increase in the number of lululemon athletica employees reflects this growth in store numbers, with 3,800 employees recorded in 2017. lululemon’s global revenue was valued at approximately 2.65 billion U.S. dollars in 2017, with more than 75 percent of revenue generated from the United States region alone.
Since the launch of their youth brand Ivivva in 2009, lululemon has become more appealing to younger generations. A 2016 survey found lululemon was among the leading new clothing brands starting to be worn by teen girls in the United States. In contrast, the average age of lululemon purchasers in Canada was 36 years.