Lululemon to Test Tween Store Concept

Vancouver-based Lululemon, manufacturer and retailer of yoga-inspired athletic apparel, has announced plans to introduce Ivivva Athletica, a new brand aimed at 6- to 12-year-olds. The company said the initial launch will focus on girls’ product, retailing through three standalone stores in Vancouver, Victoria and Calgary, slated to open before the holidays. (Lululemon will transition two of its Oqoqo stores, currently dedicated to the Oqoqo organic line, into Ivivva stores; Oqoqo product will continue to be sold in Lululemon boutiques).

“We are an entrepreneurial company that never stops innovating,” asserted Lululemon CEO Christine Day. “We have listened to feedback from our guests and are excited to introduce Ivivva… We believe this market is underserved and we are excited to create something to inspire a younger generation to be physically active.”

Ivivva Athletica will feature the same signature fabrics and technical design features that are signature of the Lululemon brand, but a company spokesperson noted the line is not purely takedowns and the kids’ wear will feature brighter colors and other unique elements. The garments are designed to be worn during gymnastics, dance, figure skating, field hockey, track and field, soccer and other sports, as well as regular daily activities. Visit www.lululemon.com.

Read the September issue and learn more about: A Spring ’10 trend report A spotlight on new products bowing at ABC Kids Expo The top launches from the New York shows Catching up with the Kids In Distressed Situations charity Plus: Infant and toddler fashion Coming In October: Tools for selling slings and wraps Tips for easing CPSIA compliance Understanding the Canadian consumer Back to the future with tween fashion Plus: hot gifts for tweens and infant hosiery