.lululemon is poised to come out of the coronavirus pandemic stronger than ever.
The current global health crisis isn’t producing many winners. Even so, some retailers are better positioned to weather the storm — and perhaps even come out stronger.
That also helps explain why Lululemon’s return rates are so low — about 10 percent — compared with its peers, which have return rates between 40 and 50 percent. Lululemon’s margins are also higher than its peers — about 20 to 25 percent — whereas some other retailers have margins closer to 5 percent.
Add to that Lululemon’s higher average order values — which, with $148 hoodies and $78 yoga mats are not cheap — helping push margins even higher. On a conference call with analysts last month, Lululemon chief executive officer Calvin McDonald added that the company’s e-commerce business has picked up with stores closed, although not enough to offset losses.
The pandemic hasn’t hindered consumers’ desires for health and wellness either. In fact, it’s likely accelerated its growth. That’s more good news for athletic apparel- and footwear-makers.
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