Yoga wear retailer Lululemon Athletica Inc. is launching a new line of clothing aimed at preteen girls.
The Vancouver-based company said the “Ivivva Athletica” line will be aimed at girls ages six to 12. A Lululemon spokesperson said the name came out of a brainstorm session and has no specific meaning.
The brand will be tested in three stand-alone stores in Vancouver, Victoria, and Calgary, and is scheduled to open before the upcoming holiday shopping season, the company said Tuesday.
“We are an entrepreneurial company that never stops innovating,” said Lululemon chief executive Christine Day.
“We believe this market is underserved and we are excited to create something to inspire a younger generation to be physically active.”
Lululemon said the preteen line was created as a result of feedback from guests who wanted its clothing for a younger age group.
It said the new line will be geared to such sports as gymnastics, dance, figure skating, field hockey, track and field and soccer.
Lululemon said it will close its existing Oqoqo brand store locations in Vancouver and Victoria in September and reopen them as Ivivva stores in November.
The announcement of the new preteen line comes as Lululemon tries to expand in a recession-ravaged retail environment.
Earlier this year, the company pulled back its aggressive retail expansion plan and launched its online shopping website earlier than expected.
Lululemon reports its second-quarter earnings next week and analysts surveyed by Thomson Reuters are expecting revenues of US$88 million and earning per share of 10 cents.
That compares to revenues of US$85.5 million and earnings per share of 18 cents for the second quarter last year. The company reports in U.S. dollars.
Lululemon said in June it expects a same-store sales decline in the “middle-single digits” in the second quarter. That compares to a previous forecast of “low double-digit declines” it had for the first quarter.
Same-store sales fell 8% in the first quarter ended May 3.
