Lululemon, the high-end Canadian athletic apparel brand, has officially landed in Belgium with the opening of its first store on Meir, Antwerp’s bustling main shopping street.
The brand’s sleek new outlet welcomed customers in June and marks a significant milestone in Lululemon’s European expansion. Known globally for its stylish and performance-driven yoga wear, Lululemon’s Antwerp location offers an extensive range of products.
Shoppers will find activewear and accessories tailored for yoga, running, training, tennis, and golf, catering to both men and women.
But Lululemon aims to be more than just a retailer. The company’s retail philosophy promises to “go beyond shopping,” with stores that double as community hubs.
The Antwerp location is expected to host wellness experiences and community events focused on movement, mindfulness, and personal development—hallmarks of the brand’s ethos.
A second store is already on the horizon. Lululemon is preparing to launch another retail space in Brussels, situated in the upscale Toison d’Or district. The Brussels location will likely mirror the Antwerp store’s blend of athletic fashion and wellness lifestyle offerings.
Founded in Vancouver in 1998, Lululemon started as a boutique yoga wear brand. Since then, it has grown into a global player in the premium activewear market, with loyal customers who proudly embrace what many describe as its “cult-like” brand identity.
The company made its European debut in 2014 with a store in London and has since expanded steadily across major cities on the continent.
Its popularity extends to pop culture. Lululemon apparel features prominently in HBO’s hit series The White Lotus, known for its satirical take on luxury lifestyles.
The brand has also gained international visibility as the official outfitter of Team Canada since 2022, designing Olympic kits and performance wear for the country’s athletes.
The Belgian expansion is part of a licensing and supply agreement with the Arion Group, a local partner that will help manage Lululemon’s presence in the country.
The collaboration reflects the brand’s ambition to tap into new markets while maintaining its distinctive blend of fashion, function, and lifestyle philosophy.
With Belgium now on its global map, Lululemon is poised to build a strong following in the country’s growing wellness and fitness community. As more consumers seek stylish and functional activewear, the brand’s entry into Belgium arrives at just the right time.
