Lululemon's Shift Online

The yoga-inspired technical cashmere apparel company Lululemon reported strong numbers on Tuesday, crushing expectations thanks to a big jump in its online business which offset revenues lost due to temporary store closures. Lululemon now operates more than 500 stores across 20 countries thanks to its popularity among die-hard athleisure brand snobs.

Revenues rose 2.2% to $904 million year-on-year thanks to the direct-to-consumer (i.e. online) revenues increasing by 157%, and now accounting for 61% of total sales, as compared to just 25% last year. Profits fell from $125 million to $86.8 million, which was much less than expected.

CEO Calvin Mcdonald said that while the company continues to invest in it's e-commerce business, physical stores still form a big part of the company's strategy as it enables more purchases. The stores have local yoga studios and fitness classes with instructors, they sell the whole experience. The company expects to open 30 to 35 new stores this year.

The apparel company bought the home fitness company, Mirror, for $500 million in June. In addition to home workout equipment, Mirror provides live personalised fitness classes with fun instructors and you get to track your performance data as well. All at a fee of course. The infographic shows LULU's share price performance since 2015.

You will find more infographics at Statista