lululemon Expands into Greece with Two Athens Store Openings

Event summary

  • lululemon opens its first two stores in Greece, partnering with Arion Retail Group.
  • First store opens May 23, 2026, in Kolonaki; second opens June 12, 2026, at Golden Hall mall.
  • Stores total 470 square meters across two locations, offering women’s and men’s athletic apparel.
  • Greece marks lululemon’s third new market entry in 2026, following Poland and Hungary.
  • Company plans six new market entries this year via franchise partnerships.

The big picture

lululemon’s entry into Greece is part of its aggressive EMEA expansion strategy, leveraging franchise partnerships to scale quickly. The move reflects broader industry trends of premium athletic brands targeting untapped European markets. With six new market entries planned this year, lululemon is positioning itself for long-term growth beyond its core North American base.

What we're watching

Execution Risk
Whether lululemon can sustain its rapid international expansion without diluting brand consistency.
Market Penetration
The pace at which lululemon gains market share in Greece compared to established European competitors.
Franchise Model
How the franchise partnership model impacts profitability and operational control in new markets.