Lululemon is cutting approximately 150 corporate roles, primarily from its store support centres, as part of a broader restructuring effort to stay agile amid shifting global trade dynamics. The move comes as the Vancouver-based brand adapts to mounting tariff pressures from the U.S., particularly on imports from China and Asia — regions vital to its supply chain.

The company has also announced modest price increases on select products to offset rising costs, alongside a revised earnings forecast for the year. Analysts point to these cuts as part of a wider effort to drive cost-efficiency, boosted by gains in automation and AI, and note this is the latest in a series of strategic pivots including the closure of a U.S. distribution hub and the end of its Mirror product line.

CEO Calvin McDonald said Lululemon remains stronger than many peers, but acknowledged a drop in U.S. foot traffic and inflation-driven caution among consumers. The restructuring reflects a proactive attempt to maintain margins and long-term growth while navigating a retail landscape increasingly shaped by political decisions and economic volatility.