Alright, folks, it’s time to break down how lululemon does more than just stretchy pants. Yup, they’ve got a game plan for those bulk purchases and partnerships that keep their cash registers ringing. They understand that it’s not just about selling a product; it’s about building a brand. And, building a brand means building relationships.
It’s not just about offering a discount, folks. It’s about a strategic sales masterclass. They’re saying, “Buy more, save more, and we all win!” Thus, lululemon’s bulk sales programs are a shining example of how to leverage partnerships for growth. They call these the lululemon strategic sales programs. And trust me, they’re more than just brand jargon. Think of it as their secret sauce for boosting revenue using a solid B2B business model.
Peloton and Lululemon: BFFs Forever!
Remember that time when lululemon and Peloton became the ultimate BFFs? Yeah, on September 27, 2023, these two dropped a bombshell – a five-year global partnership. Peloton is now the exclusive digital fitness content provider for lululemon, and lululemon? They get to deck out Peloton’s fitness instructors in all that fancy gear. Talk about a match made in athleisure heaven!
This partnership also spices things up with co-branded apparel and lululemon Studio members getting Peloton’s content from November 1, 2023. It’s like a fitness soap opera, but better.
Who are they partnering with?
Great question! lululemon partners with:
- Athletes
- Local entrepreneurs
- Business owners
- lululemon ambassadors
Basically, if you’re someone who’s gaga about health and wellness, lululemon wants you. Partnership is an important part of bulk purchase programs in retail because it determines whether the program will become a colossal failure or a resounding success.
lululemon understands this so their partnerships are all about making sure communities have access to top-notch gear. By focusing on users’ needs and building relationships based on shared values, lululemon effectively boosts its revenue in the long run. It’s a win-win!
Ways to Join the Party
So, you think you’ve got what it takes to be a lululemon partner? Here’s how you can get in:
- Campus program
- Corporate
- Team program
- Wholesale
Just to mention: once upon a time, they also had a program called Studio Essentials, where fitness studios got cool stuff like yoga mats, blocks, straps, bags, and accessories. But, like all good things, this program is no longer available as of 2024. Gone but not forgotten. Peace out, Studio Essentials!
Campus program
lululemon’s Campus Program is where university swag meets athleisure, thanks to the partnership between the brand and Campus Retailers. Imagine students rocking lululemon gear with their school’s logo. Dang! That’s exactly what they did.
This special mech is currently available in 29 universities across the United States. Yup, from Arizona State to Stanford – you name it! This demonstrates lululemon’s growing commitment to the student market and its versatility in meeting the demand.
Corporate
Businesses, listen up! lululemon’s corporate partnership programs offer companies a chance to jazz up uniforms, giveaways, and anything that screams “corporate swag.” We’re talking exclusive fabrics, lightweight designs – the whole shebang.
Team program
Got a sports team? lululemon’s got your back. This program is perfect for teams needing performance-enhancing gear – from clothes to water bottles. Need to travel for events? lululemon has got your team covered with appropriate travel gear.
The assortment of gear available under the team program is specifically curated to offer core styles with technical features that enhance the training and travel experiences of teams in the program.
Partners in lululemon’s team program include big names like the Canadian Olympic Committee (COC) and Canadian Paralympic Committee (CPC). Now that’s some serious cred!
Wholesale
If you run a yoga studio, gym, or any wellness space, you can join the lululemon wholesale program. Just make sure you have a retail floor!
Places like CorePower Yoga and SoulCycle are already in the club, selling lululemon gear like hotcakes.
Application, Selection, and Reapplication: The Nitty-Gritty
Wanna partner with lululemon? Apply on their website. If your application scales through and you get selected, you’re in for a treat. If unfortunately you are not chosen due to not meeting some conditions, you can reapply after a designated period.
Part of the selection criteria for the corporate program is a company’s willingness to purchase a minimum of 50 units of products. For the wholesale program, it is for the fitness outfit to have a retail floor where they can sell lululemon products.
Generally, companies, teams, and fitness spaces that apply to become part of lululemon strategic sales program receive a response from the brand within 10 – 15 business days; depending on the particular program.
As we all know, not every application will be successful on the first try. The company indicates on its website that application to any of the strategic sales programs does not guarantee that the applicant will be approved for the program. They also indicate that all lululemon Strategic Sales partners must embody and uphold values geared at Inclusion, Diversity, Equity, and Action.
But don’t fret even if you fail to get selected on your first try, you still have the opportunity to reapply. Typically, you will have to wait for 6 months from the date on your denial letter before you can reapply.
| Strategic sales program | Wait time after application (days) | Eligibility | Wait time before reapplication |
| Campus | Not specified | Campus retailers | Not specified |
| Corporate | 15 | Large and medium companies, willing to buy at least 50 units of products | 6 months |
| Team | 10 | Athletic teams | Not specified |
| Wholesale | 15 | Fitness spaces with a retail floor | 6 months |
Perks, Perks, and More Perks!
Why should you bother applying? lululemon’s partners enjoy several benefits, and the company strategically considers their long-term advantages to foster sustainable relationships. These perks include:
- Exclusive access to products at discounted rates: Partners get access to a curated assortment of lululemon’s high-quality products at discounted rates which allow partners to increase their profit margins. Corporate partners and campus retailers gain access to special editions and branded merchandise.
- Support and resources: Each partner is paired with an Account Manager to support their retail goals they also have access to the strategic sales portals for easy ordering and inventory management.
- Brand association: Partnering with Lululemon enhances credibility and attractiveness to customers due to lululemon’s strong brand reputation. It further expands the partner’s consumer base by attracting individuals who value quality products and are committed to health, wellness, and sustainability.
- Marketing and community engagement: Being part of lululemon strategic sales grants you opportunities to participate in co-branded events and promotions. Through these events, you gain additional support for local marketing efforts which can drive traffic and sales.
- Sustainable product innovation: lululemon is committed to continuous investment in developing new and improved products, this ensures partners always have access to cutting-edge athletic wear. The brand’s focus on sustainable practices further appeals to eco-conscious consumers and aligns with long-term environmental goals.
- Community building: This is one of the main driving forces of lululemon. The brand fosters a strong community around health and wellness, which benefits partners by attracting loyal customers. Hosting events and activities at partner locations also drives engagement and sales.
- Data-driven insights: By pairing partners with account managers, lululemon can better understand their partner’s retail goals. They also provide partners with access to consumer insights and analytics to help them optimize their inventory and marketing strategies. By effectively using available data, partners can predict trends and prepare for future demands.
- Inclusive and diverse practices: Encouraging partners to uphold values of Inclusion, Diversity, Equity, and Action, enhances their appeal to a broader customer base. Partnering with diverse communities expands their market reach and fosters inclusivity.
By providing these benefits and strategically thinking about the long-term advantages for their partners, lululemon ensures a mutually beneficial relationship that supports their bulk sales programs.
The lululemon way: strategic partnerships, a win-win for everyone
lululemon uses a combination of different strategies in its business to boost revenue. Their strategic sales programs leverage B2B partnerships to skyrocket their revenue. It’s a genius move and one that you should consider replicating.
Remember, these programs cater to campus stores, companies, athletes, and teams – offering them access to top-notch lululemon products at discounted rates.
Whether you’re a small biz or a mid-sized player, taking a leaf out of lululemon’s book could open the doors to some hefty revenue streams.
If you’re currently promoting your products or services via the B2C model, it’s time you jumped into the B2B game too. So, think big, play smart, and maybe Who knows, you might just strike gold! Remember that the world is your oyster, so get creative!
