Lululemon has opened its first stores in Greece, its third new market of 2026, under a franchise agreement with Arion Retail Group. Romania, Austria, and India follow before year-end.
Lululemon has entered Greece, opening its first store in Athens and planning a second location next month as the Canadian athleticwear brand accelerates its international rollout.
The first store opened May 23 in the Kolonaki district of central Athens, spanning about 180 square meters on Akadimias and Voukourestiou. A second store, covering 290 square meters across two floors, is scheduled to open June 12 at the Golden Hall shopping mall in Marousi. Both sites operate under a franchise agreement with Arion Retail Group, a Greek retail operator. Online sales will run through eu.lululemon.com.
Greece is market number three in a record six-market year
Greece follows Poland and Hungary, which opened in March 2026, and comes ahead of planned entries into Romania, Austria and India later this year. If completed, the sequence would bring lululemon to six new markets in a 12-month period.
International markets, particularly in EMEA, have become the company’s primary growth lever as North American momentum has slowed. At its most recent investor day, lululemon positioned international expansion as a central pillar of its Power of Three ×2 growth plan.
The footprint playbook of lululemon
lululemon is using local franchise partners to enter mid-sized markets across Central and Eastern Europe and the Mediterranean, leaning on operators that understand local leasing conditions, consumer behavior and community networks.
The two Athens locations are positioned as “community hubs,” mirroring a format the brand has used in more established markets through run clubs, studio partnerships and in-store events. In new markets, the community-led approach also serves as a customer acquisition tactic alongside traditional retail buildout.
