Opinion: Lululemon’s Mirror deal should usher in new type of retail acquisition


Sports apparel and leisurewear specialist Lululemon’s $500m purchase of interactive home gym start-up Mirror may turn out to be one of retail’s most inspired deals this year.

The acquisition of Mirror, launched little over two years ago by New York entrepreneur and former ballerina Brynn Putnam, could provide a blueprint for other retailers as they adapt to a world transformed by the pandemic.

The collapse of trading during the outbreak has opened the door to opportunistic deals, such as Boohoo’s swoop on distressed fashion players such as Oasis. That makes perfect sense as the etailer makes the most of its platform to extend its reach.

Lululemon’s bet on Mirror is not a distress deal. It may be more expensive but could prove an astute and complementary broadening of its offer as consumers’ lives change in the longer term.

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.