Lululemon Stock Plunges, CEO Closes Distribution Hub in Washington

Lululemon is closing its Washington distribution hub and laying off 128 employees, according to a WARN filing submitted to the state’s Employment Security Department on Thursday. According to the filing, layoffs will begin on June 21. According to CNBC, Lululemon intends to close the factory by the end of 2024.

After reviewing its infrastructure and fulfillment strategy, the company claimed that it decided to close the Sumner, Washington-based plant, which it described as one of its “smaller distribution centers.”

Lululemon intends to keep some staff at the Washington site, but the shutdown will result in “a reduction of just over 100 positions.”Those who remain “will relocate to other facilities,” it stated, including its recently opened distribution center in Los Angeles.

The athletic clothing firm stated it is “committed to supporting” affected employees but did not specify how it intends to do so.

According to SEC filings, Lululemon’s lease for its Sumner site will end in July 2025. After closing the Washington warehouse, the Canadian garment maker will have five facilities. The closure comes after the company announced in late March that it was having difficulty reaching customers in the United States.

Lululemon’s CEO, Calvin McDonald, told investors about the company’s results call, saying that “the consumer is a little soft” in the United States and that the company is “navigating a dynamic retail environment.”

Lululemon Stock Plunges

Lululemon stock has plummeted after the sports gear company offered poor guidance and reported lackluster sales in the United States, its largest market. The company disclosed holiday earnings that exceeded forecasts and revealed that its North American growth remained stagnant.

Lululemon’s reported net income for the three months ended Jan. 28 was $669.5 million, or $5.29 per share, compared to $119.8 million, or 94 cents per share, the year before. Sales increased to $3.21 billion, up around 16% from $2.77 billion the previous year.

Lululemon shares fell roughly 16% on Friday. As of Friday’s close, Lululemon stock was down almost 21% this year, considerably underperforming the S&P 500, increasing by around 10%.

Lululemon, like its counterparts, has been dealing with uncertain demand and a decrease in discretionary spending, which has impacted the garment industry especially hard. Investors have been watching how Lululemon performs in North America, its largest sales market, as it faces harder prior-year comparisons and competes with consumers who choose experiences over tangible things such as clothes and shoes.

Sales in the Americas increased by 9% during the quarter, compared to 29% in the previous year. Although Lululemon, like new, continues to grow in the region, its growth rate has slowed dramatically as it concentrates on worldwide expansion.

“As you’ve heard from others in our industry, there has been a shift in U.S. consumer behavior of late, and we’re navigating what has been a slower start to the year in this market,” CEO Calvin McDonald said in a conference call with analysts Thursday.

“We see this as a chance to continue playing offense as we make investments that will propel our development trajectory. Outside the United States, our business is thriving.”

Lululemon Sale and Conversions

McDonald stated that traffic and conversions are down in the United States. He ascribed this to a lack of products in sizes zero to four, which are important sizes for the U.S. customer base, and a scarcity of colorful items.

Meanwhile, overseas sales increased by 54% on a reported basis, with 78% growth in China and 36% in the rest of Lululemon’s markets. According to StreetAccount, comparable sales increased 12% in the quarter, falling short of analysts’ expectations of a 12.3% increase.

Lululemon forecasts net revenue between $2.18 billion and $2.20 billion this quarter, indicating a 9% to 10% increase. According to LSEG, analysts expected $2.25 billion in revenue or a 12.5% increase. LSEG expects diluted profits per share to be between $2.35 and $2.40, which is lower than the $2.55 analysts projected.

LSEG sales are expected to be between $10.7 billion and $10.8 billion for the year. It expects diluted earnings per share to be between $14 and $14.20 this year, compared to LSEG’s estimate of $14.13.

Lululemon has long been a market leader in women’s athletic wear, but the Vancouver-based firm faces greater competition than ever. Newer competitors of the Lululemon belt bag, such as Alo Yoga and Vuori, have been nibbling away at Lululemon’s market share, forcing the company to work harder to differentiate itself in a more crowded industry.

The firm has been attempting to expand its footwear offerings and increase its men’s division. During the quarter, it established its first men’s store in Beijing, an important development market for the brand. In February, it released its first men’s sneaker, CityVerse, and expects to release new running models for both men and women, as performance sneakers remain a bright spot in an otherwise stagnant shoe market.

As the holidays approached, McDonald stated that Black Friday was the “single biggest day” in the company’s history, and he was “encouraged” by the trends he saw at the start of the season. However, the retailer’s holiday-quarter guidance fell somewhat short of analyst estimates.

In January, it raised its guidance after seeing sales “balanced across channels, categories, and geographies,” said finance head Meghan Frank in a press release.