Lululemon Expands in Mexico as Disgruntled Founder Chip Wilson Plans to Invest in Other Brands

Lululemon Athletica has introduced a Mexico-specific ecommerce channel, lululemon. mx, and plans to boost its store count in the country with eight new locations, bringing the total to more than 30 sites by January 2027. Lululemon also plans to open seven stores in North America outside of Mexico during this period, the brand’s 2026 fiscal year.

“Across our North America business, we are continuing to strategically invest in the growth and evolution of our omnichannel guest experience through a combination of new and elevated stores and enhanced digital capabilities,” said Carla Anderson, SVP and GM, North America at Lululemon in a statement.

Lululemon recently hosted two brand activations in Mexico as it seeks to build community connections in the country. The Lululemon 10K CDMX marathon race on March 29 drew nearly 8,000 participants into the heart of Mexico City.

Earlier this year, Lululemon gathered more than 100 Mexico-based ambassadors for a multi-day summit designed to strengthen brand affinity and support continued growth in the market.

In December 2025 Lululemon announced plans to expand to five new markets — Greece, Austria, Poland, Hungary and Romania — in 2026 with partner Arion Retail Group, in addition to a previously announced partnership with Tata CLiQ in India.

Disgruntled Brand Founder Wilson Reportedly Investing in Small Athletic Brands In addition to the stiff competition Lululemon faces in the athleisure category from brands including Vuori, Alo Yoga and Fabletics, the company continues to be sharply criticized by its founder (and still its largest stockholder), Chip Wilson.

He has been calling for change at the company he founded for several years now, most recently in February 2026, when he called the board’s responses to his proposals for improving the company “weak and insufficient.”

Now Wilson is reportedly creating a new investment venture supporting “small athletic-focused brands” as part of an effort to “lead innovation in the technical apparel space,” according to Bloomberg. The new venture will include both new and existing small brands, and Wilson also has hired an unidentified operating partner for the new business.