Lululemon arrives in Brussels: a Canadian giant enters Belgium’s retail landscape
Lululemon, the Canadian premium sportswear brand founded in Vancouver in 1998, has officially entered the Belgian market with the opening of its flagship store on Avenue de la Toison d’Or in Brussels on September 12, 2025.
Foreign origins and global expansion
Founded over 25 years ago in Canada, Lululemon first made its name with yoga apparel before expanding into the wider “athleisure” segment — stylish, high-quality activewear and lifestyle accessories.
Its steady international growth has led to an extensive presence across major European cities. Today, Lululemon counts dozens of stores worldwide, as part of a strategy to strengthen its footprint in urban, cosmopolitan markets.
Why Brussels — and what this opening means
Lululemon’s arrival in Brussels represents more than just geographic expansion; it’s a strategic statement. As the political and administrative heart of Belgium and the European Union, Brussels offers both prestige and a diverse, fitness-conscious consumer base.
By choosing the upscale Avenue de la Toison d’Or for its Belgian flagship, Lululemon is targeting visibility, brand recognition, and a clientele willing to invest in premium, sustainable fashion.
For local consumers, the move adds fresh diversity to the city’s high-end sportswear offering — a segment often dominated by established European brands. Lululemon’s Canadian roots bring an international flair, along with several distinct advantages:
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A strong, globally recognized brand image, appealing to those seeking both performance and prestige.
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An elevated in-store experience, offering more than retail: wide, bright spaces designed for community events, yoga sessions, or running meetups.
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Premium pricing, reflecting the brand’s international positioning and import costs — which could also challenge local competitors.
Other companies chose Brussels, watch the interviews : Welgo, Leaders of Tomorrow
