How lululemon HK reimagines retail for movement and connection

Lululemon has officially reopened its Hysan Place store in Causeway Bay, reinforcing the brand's continued investment in Hong Kong and its commitment to fostering wellbeing through movement.

Strategically located in one of Hong Kong's busiest retail and lifestyle districts, the reimagined store has been designed to serve not only as a retail destination but also as a community hub where guests can connect through shared experiences and wellbeing programming. It aims to engage a diverse mix of nearby office workers, fitness enthusiasts and athletes, with a particular focus on supporting the city's growing running culture.

While lululemon entered the Hong Kong market about 11 years ago, Hysan Place was one of the brand's first stores in the city and has held a very special meaning for the brand, said Joey Chan (pictured), regional director of lululemon Hong Kong, Macau and Taiwan, during an interview with MARKETING-INTERACTIVE.

The reopening reflects our strong confidence in Hong Kong and our commitment to promoting wellbeing together with the community.

Bringing Pacific Northwest heritage to Hong Kong

The reopened store features lululemon’s latest global design concept, drawing inspiration from the brand's Vancouver origins and the natural beauty of the Pacific Northwest.

The design language incorporates softness and flow, with flowing curves and dynamic movement throughout the space, according to Chan. A 3D-printed fitting room structure, for instance, appears to float while allowing natural sunlight to filter through, creating an integrated space that connects with the surrounding neighbourhood.

"This is our latest design concept, and what is special about it is that we want to share the beauty and culture of where we came from," Chan explained. "The colour tones reflect the Pacific Northwest, and what we want to bring is a space of joy, of movement, and of connection."

Subtle "love notes" are also embedded throughout the store. In front of the fitting rooms, a message reads "You never know until you try," carrying a double meaning that extends beyond trying on clothes to embracing new experiences in life. At the cash desk, the brand's tagline "Made to feel" reinforces the store's purpose as a space for sensory and emotional connection.

While this design concept is being rolled out across flagship stores globally, including locations in SoHo New York, Gangnam Seoul, and Regent Street London, Hysan Place is among the first in Asia to bring this vision to the local community.

Community engagement through store ambassadors

Central to lululemon's community-focused approach is its network of store ambassadors. Each store in Hong Kong partners with a local ambassador who knows the neighbourhood well. At Hysan Place, the ambassador is Delia Leung, a yoga expert with deep ties to the community, while the Times Square store partners with Fahim Kham, who specialises in running and training.

"Each of our stores partners with an ambassador who knows the community very well. The ambassador would be the local hero, so to speak. So they know the community very well," Chan said. "This allows us to connect with different communities through different movement categories," she added. 

The ambassador programme extends beyond yoga to running, training, and other activities. This approach reflects lululemon's philosophy that while yoga serves as the foundation for mindfulness and body awareness, the brand supports a wide range of movement pursuits. Even high-performance athletes such as Formula One driver Lewis Hamilton incorporate yoga into their training to enhance performance, Chan said.

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Through these ambassadors, the brand has launched initiatives such as morning yoga sessions for busy office workers and a monthly run club. Causeway Bay's proximity to running routes such as Happy Valley, which is also the finish line of the Hong Kong Marathon, makes it an ideal location for such activities. Last year, lululemon set up a clubhouse at the marathon finish line to celebrate runners and provide a space for recovery.

Through these experiences, we want to amplify the invitation for our guests to move, grow, and connect with us

Rooted in wellbeing, not just sportswear

As more sports brands launch community initiatives such as running clubs, Chan emphasised that lululemon's positioning is firmly rooted in wellbeing. The brand's philosophy rests on three pillars: product excellence, mindful movement, and a thriving community.

"Our design philosophy delivers high performance and high style," she explained. "It has to be aesthetically pleasing while also delivering function. With mindful movement, we help people reconnect with themselves so they can be their best selves. And through a thriving community, we build social connections that deepen relationships."

Despite economic uncertainty, Chan maintained that lululemon takes a long-term view, focusing on building enduring relationships rather than reacting to short-term fluctuations. She noted that the wellness trend remains strong across Hong Kong, Macau, and Taiwan, with consumers increasingly willing to invest in wellbeing.

"The macro trend of wellness is definitely here to stay," Chan said. "At lululemon, we believe in doing the right thing. Our brand purpose is to elevate human potential by helping people feel the best. As long as we focus on getting people into movement and bringing the community together, we are doing the right thing."

The Hysan Place reopening, Chan added, reflects the brand's confidence in Hong Kong and its long-term commitment to promoting wellbeing in the community.

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