Interview with Sarah Clark, lululemon: "Raw materials are our differentiator, and nobody obsesses with fabric innovation like we do"

Brand story and philosophy

lululemon started as more than an athletic apparel brand – it was created as a community hub. Can you take us back to the beginning and tell us the story behind the brand's founding vision?

lululemon began with the belief that movement has the power to make people feel better. That belief still guides us today. Whether we're opening a new store or entering a new market, our goal is the same: to create places where people feel welcomed, inspired to move, and connected to something bigger than themselves. For me, that's what’s always set lululemon apart.

Many brands sell products. lululemon seems to sell a mindset. What does living the lululemon way actually mean?

For us, living the lululemon way means making movement part of everyday life and recognizing the difference it can make – not just physically, but mentally too. It’s about finding ways to move that work for you, taking care of your wellbeing, and building connections with others along the way. That’s the thinking behind our Science of Feel philosophy; we design products that perform at a high level while also helping people feel their best when they put them on. Whether it’s Align for yoga or ABC trousers for work and everyday life, we want our products to support people however they choose to move.

What do you believe has allowed lululemon to build such a strong emotional connection with its guests around the world?

It starts with listening. We’ve always stayed close to our guests, through conversations in our stores, feedback from our educators, and insights from our ambassador network. That gives us a real understanding of what people want to wear and how they want to feel while they move. But it’s ultimately more than the products; we’ve built a brand that’s rooted in community. Our ambassadors – from local studio owners and run club leaders to athletes like wheelchair tennis world No. 1 Alfie Hewett and yogi Mai Izumitani – help us stay connected to the people and communities we serve. They inspire others to move, share honest feedback, and bring lululemon to life in an authentic way. When people feel seen and part of something bigger than themselves, that’s when you’ve built a strong emotional connection.

Innovation and product development

lululemon is known for developing proprietary fabrics such as Nulu™ and Everlux™. What drives your approach to innovation, and how does a new fabric come to life?

Raw materials are our differentiator, and nobody obsesses with fabric innovation like we do. Over the past 25+ years, we have developed hundreds of proprietary fabric creations that are backed by years of research and testing to ensure it delivers an unparalleled experience for our guests. We listen to feedback from the people who wear our products, alongside insights from our educators, ambassadors and athletes. We want to understand the ways we can make movement feel easier and more comfortable. Our Science of Feel philosophy guides the development process, combining sensory research and wear testing to understand not only how a product performs, but how it feels in motion. Those insights are then translated into fabrics, techniques and design details, like the SenseKnit™, Nulu™ fabric or performance fabrics like Ultralu™.

One of the most-talked-about aspects of lululemon products is the feeling they create when worn. How much attention is given to comfort and sensory experience during the design process?

Our Science of Feel philosophy guides the design process. We spend time understanding how a product should feel before we even think about how it looks. That means studying how fabrics interact, and how garments perform. Our design teams combine biomechanics, sensory research, extensive wear testing and continuous feedback from guests, athletes and educators to refine every detail until it delivers the intended feel.

The Romanian market & Băneasa Shopping City

The Băneasa Shopping City store marks lululemon's first location in Romania. What made Romania, and specifically Băneasa Shopping City, the right choice for this important milestone?

Opening a store in Romania is an exciting next step in our EMEA growth because it gives us the opportunity to introduce lululemon to a new community in a market where wellbeing and movement are growing. Băneasa Shopping City is one of Bucharest's leading retail and lifestyle destinations and we are proud that it is home to the first lululemon store in the city.

What was the team's vision when creating the first lululemon store experience for Romanian guests?

We wanted to create a space where people feel welcomed from the moment they walk through the door. This meant opening a store where people can discover our products firsthand with the support of our educators. Importantly, we wanted the store to be a place where people feel empowered to build connections through movement. Together, with our franchise partner, we’ve put a lot of thought into the local ambassadors and studios we partner with, and the sorts of community events we host. My hope is that the Bucharest store becomes somewhere people return to, because they feel part of a community that inspires them to move, connect and prioritize their wellbeing.

What would you like Romanian guests visiting the new store at Băneasa Shopping City to experience and remember after their first interaction with the brand?

More than anything, I want guests to come away knowing that lululemon is committed to becoming part of the local community. As we grow across EMEA, our ambition is to create meaningful experiences and lasting relationships that extend beyond a single store.

What is one thing about lululemon that people are often surprised to learn once they discover the brand more deeply?

People are often surprised by how much science and innovation go into what we create. They might come to us because they've heard about a product like Align, but what they don't always realise is that every product starts with the understanding a real guest needs and thinking about how we can create a product that not just performs, but how it makes someone feel.