A North American business commentator recently wrote, “It transforms women's asses better than any other product. That's all you need to know. Every woman who can afford lululemon buys it.”

He was talking about share prices, but we figure there’s learning in there for all of us. lululemon athletica is certainly something of a cult brand worldwide, and not only because of its legendary ass-transforming properties.

Just what makes it special is something a whole new audience of Aucklanders is about to discover, with the opening of the new lululemon store at Britomart.

Pronounced ‘lulu-lemon’ (like the fruit), lululemon is a yoga-inspired sportswear label offering high-performance athletic apparel for working out, running and dance. It’s not just for women, either – lululemon also does yoga pants, running shorts, tanks, T-shirts, hoodies and other sportswear for men.

All lululemon fabrics are designed to be worn hard and washed hard, and there’s always expert advice on hand in store regarding each garment’s fit and function.

The Canadian-based brand comes to New Zealand for the first time in 2011, with a showroom also now open in Ponsonby and a third about to open in Queenstown.

As well as dispensing sportswear and expertise, lululemon stores offer free classes, hold community events and run an ambassador programme for people active in and passionate about their local communities.

It’s all part of a philosophy of wellbeing that embraces exercise, happiness and healthy living. Fair to say, it’s this combination of quality product and inspirational culture that has won lululemon so many fans. And hey, designing transformational pants can’t have hurt either.

Read more about lululemon athletica Britomart

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