Canuck firm goes for gold in market

Canadian athletic apparel retailer Lululemon Athletica Inc said it expects to cash in on China fast-growing passion for sports and keeping-fit by opening more brick-and-mortar stores in major cities, as well as expanding its reach online.

So far the yoga-inspired brand for men and women, started in Canada in 1998, has established 10 stores in China while globally Lululemon had 425 stores in operation by the end of last year. According to the company it has achieved its highest level of brand awareness in Canada, at 80-85 percent of the market, while in the US its brand awareness is 45-50 percent and in China it is about 12 percent.

The company, however, considers its brand awareness in China actually to be quite high, especially in cities like Shanghai and Beijing. It said it will continue to build a significant and sustainable business in the country, starting with a presence in local communities, hooking up with gyms and sports studios, and understanding where people get together to work out - rather than making a major push with heaving marketing or in television commercials.