Dive Brief:

• Lululemon Athletica Inc. Friday said that Miguel Almeida will join the company as EVP, digital in July.

• Almeida comes from Walgreens where he was group vice president, leading digital commerce and mobile solutions for six years. 

• Based in Seattle, Almeida has also worked at Apple, Dell, and the Boston Consulting Group and will be relocating to Lululemon’s headquarters in Vancouver, Canada.

Dive Insight:

This is a big hire for Lululemon, which is clearly aiming to step up its digital operations as it continues to come back from a number of struggles stemming from merchandising, logistics, and public relations issues. It seems that the company has big plans for Almeida: 

“Digital is the global store that has no walls – one where we can offer our entire product assortment, speak in all languages and allow our stories and ambassadors to come to life in ways that we haven’t yet imagined,” said Laurent Potdevin, CEO of Lululemon Athletica said in a statement. 

Almeida, like his soon-to-be boss Potdevin, is also athletically inclined and a perfect customer himself for Lululemon's growing menswear line.