Lululemon Athletica Inc. announced on April 20, 2026, the formal launch of its localized e-commerce platform in Mexico, marking a significant milestone in its Latin American expansion strategy. The company confirmed that the new digital storefront, lululemon.com.mx, is now fully operational, offering the brand’s complete range of athletic apparel and accessories to customers across the country. This digital rollout is accompanied by an aggressive physical retail expansion plan, with the company committing to opening eight new brick-and-mortar stores throughout Mexico during the 2026 fiscal year.
The expansion in Mexico aligns with Lululemon’s Power of Three ×2 growth plan, which aims to quadruple international revenue relative to 2021 levels by the end of 2026. Mexico has emerged as a key growth market for the Vancouver-based retailer. According to official statements, the integrated retail approach—combining a robust digital presence with high-traffic physical locations—is designed to enhance brand awareness and accessibility in the region. The eight new stores will be strategically located in major metropolitan areas, including Mexico City, Monterrey, and Guadalajara, adding to the company’s existing footprint in the country.
Celeste Burgoyne, President of Americas and Guest Innovation at Lululemon, stated that the Mexican market represents a significant opportunity for the brand to deepen its connection with the local community. The company noted that the e-commerce platform will feature localized payment options, shipping logistics, and customer service to cater specifically to the Mexican consumer base. Lululemon’s investment in Mexico follows a period of strong international performance, where the company reported a 54% increase in international net revenue in its most recent fiscal year.
To support the e-commerce launch and the expanded store network, Lululemon has established a dedicated distribution and logistics framework within Mexico. This infrastructure is intended to provide faster delivery times and streamlined returns for online orders. The company also confirmed that the new physical stores will serve as community hubs, hosting local events and fitness classes, consistent with the brand’s global retail model. The expansion is expected to create approximately 250 new jobs across retail, logistics, and corporate functions within the country by the end of the fiscal year.
By the end of fiscal year 2026, Lululemon expects its total store count in Mexico to reach a level that supports its long-term goal of becoming a leading premium athletic brand in Latin America. The company’s focus on an omni-channel experience allows it to leverage data from its digital platform to optimize store inventory and location selection. This announcement follows similar successful expansions in European and Asian markets, where the company has utilized a dual-track digital and physical entry strategy to capture market share in the premium apparel sector.