Dive Brief:

• While activewear brands like Nike and Under Armour have recently amplified their offerings to women, Lululemon is turning to men to boost its growth.

• The retailer has offered apparel for men for a while and, after opening its first men-only store this fall, will be increasing its number, but is still fighting a general assumption that Lululemon is a women’s brand.

• In addition to branding, Lululemon must increase the amount of merchandise for men it offers in order to realize the potential of the male consumer, experts say.

Dive Insight:

Lululemon has faced public relations problems, product quality issues, and increased competition in the activewear space in recent years. The retailer must continue to address all of those challenges, plus some specific branding and inventory logistics, if it is to increase growth by appealing to more men.