The fact that its products are proprietary, along with its strong brand reputation, allows lululemon to sell at very lucrative margins. Its gross margin of 54% equates to a markup over costs of 117%!
It now has 811 company-operated stores in 23 countries. The locations of the stores are 47% in the US, 21% China, 9% Canada, 14% in Asia Pacific, 6% in Europe and the Middle East, and 3% in Mexico. Close to half of its revenue is now derived from online direct-to-consumer sales.