Lululemon Downplaying the Lulu to Keep From Turning Into a Lemon

Lululemon, the billion-dollar Canadian yoga-inspired athletic apparel brand founded by former surfer Dennis "Chip" Wilson in 1998, continues to cause a stir in retail, lifestyles and its focus on a tight community with bizarre principles. 

In its earnings report last month covering its fiscal year that ended on January 29th, the company's CEO, Christine Day, announced:

"Reaching a billion dollars in revenue is clearly an important milestone that as a company we can all be very proud of. But far more important than the number itself are the beliefs, values, culture and people that achieved it. We really are so much more than our numbers; it is the everyday actions of our dedicated team that translates into an unparalleled guest experience and allows us to achieve our ultimate goal of elevating the world."

The original mission that Wilson set out for the brand, to "elevate the world from mediocrity to greatness," has morphed into "create components for people to live long, healthy, and fun lives."Continue reading...