Lululemon Expands Mirror Presence, Adds “Face Off” Challenges

Need to Know

• Mirror devices acquired will be sold at 18 Lululemon U.S. stores this holiday season.
• The devices will feature workouts hosted by Lululemon ambassadors, and users will be able to “Face Off” against one another in fitness challenges.
• Mirror was acquired by Lululemon in June for $500 million.

Analysis

Athletic apparel company lululemon is increasing its foothold in the home-fitness arena, announcing that it will begin selling Mirror devices in its U.S. stores this holiday season.

The Mirror, which is a large, reflective smart device that transforms into a screen during workouts, will be sold at 18 of its 506 U.S. lululemon stores over the coming months, with more stores to come in the new year. Lululemon stores at which the Mirror devices will be sold include locations in New York, Washington, D.C., Miami, Chicago, Minneapolis, Dallas, Los Angeles, and San Francisco.

In addition to selling the Mirror in its stores, lululemon has announced new programming for the device aimed at bringing a social element to the home workout. This includes a feature that allows users to interact with other members using a built-in camera and a function that allows users to “Face Off” against another member in workouts. The Mirror will also soon allow users to search and follow friends on its platform and earn points for hitting and maintaining target heart rates. The platform will also spotlight members who achieve workout milestones. Next year, lululemon will introduce “Sweat Dates”, which will allow friends to organize private workouts with one another.

Lululemon acquired Mirror for $500 million in July, marking its entry into the home-fitness market at a time when the category was steadily growing due to COVID-19 gym lockdowns. The brand has since launched a series of workout videos on the platform starring lululemon ambassadors. Mirror devices currently retail for $1,500 (USD); the company’s revenues this year are now on target to surpass $150 million, ahead of earlier forecasts that anticipated the company would make $100 million in 2020.

Lululemon has seen substantial digital growth this year, with digital sales for the activewear retailer up 157% in Q2. Over that period, direct-to-consumer net revenue hit $554.3 million, accounting for 61.4% of Lululemon’s net revenue over the quarter (in 2019, that figure was just 24.6%). The company has reopened most of its physical stores since initial lockdown measures in spring, but online purchasing and in-store pickup remain popular.