Lululemon doubles down on physical expansion in Singapore and across South-east Asia
The apparel brand’s stores are an essential way to connect with customers beyond the online space, says market director Tim Campbell-Scott
RUNNING is more than just a form of exercise for Tim Campbell-Scott. He often takes part in half-marathons and 10-kilometre runs as a way to help him focus on what he needs to do for the rest of the day.
“I see running as my kind of meditation. I try and run in the morning because what I find is it gives me this clarity of mind, which is what I need to be able to do my job effectively,” he says.
It has certainly been a busy few weeks for Campbell-Scott, who is the market director for South-east Asia at Lululemon.
The Vancouver-based athletic apparel brand, which is listed on the Nasdaq stock exchange in New York, recently opened a new flagship store at Takashimaya Shopping Centre along Orchard Road.
This nearly 6,000 square-foot store – the brand’s ninth in Singapore and the largest – is also the first in the region to open in collaboration with a partner studio called within, which offers yoga and reformer pilates classes.
BT Weekend met Campbell-Scott for a chat and he explains why, even in this age of online commerce, there is nothing quite like having a fully decked-out brick-and-mortar store to reach out and connect with customers.
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What do you do as the market director?
I joined the company in 2017 and I am responsible for the strategic vision, driving growth and developing the brand across different markets in South-east Asia. I was previously based in Hong Kong and I moved to Singapore three years ago.
What are the considerations when the company decides to enter a new market?
First we ask ourselves, is there a pull? Do we feel as if we would be able to bring an added benefit to a particular market? It may sound very simple, but we are always looking at different places and trying to find out if that market is ready for a brand like Lululemon.
We have more than 700 stores all over the world, and we are present in many markets across Asia today. Our first store in the region was right here in Singapore 11 years ago. Not too long ago, we opened our first store in the west of the country at Jem, and we just completed a relocation of our store at Marina Bay Sands.
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We expanded into Malaysia in 2019 and we will soon open another store at Mega Bangna, which is one of the biggest malls in Bangkok. The goal is to continue to expand further in other parts of South-east Asia.
These days, many shoppers tend to just go online to get what they want. With high rental and labour costs, what is the thinking behind opening a big physical store?
We have been present in Takashimaya for a while (at a smaller space a few floors above our new store), and we decided some time ago to expand our footprint in this mall.
This really came out of a conversation some of us had about how we can continue to deepen the relationship with our customers, and what it would be like to have a concept where retail meets wellness.
While many brands have moved fully online over the years, our decision to invest in brick-and-mortar growth is both intentional and strategic. We see ourselves as more than just an apparel company. We are a community built around movement, mindfulness and well-being.
A physical space allows us to bring the brand to life so that people can feel and touch the products and get a better sense of who we are and what we do. Nothing can replicate that sort of energy when you are in a store like this.
How has the customer base or profile evolved over the years?
Ask people to describe Lululemon and a common answer might be that it is a women’s yoga brand. But as you can see, it is so much more than that. A very large percentage of our guests are men, and they are coming in for the high-performance gear for their workouts, or the smart casual attire that they can wear to the office.
At all our stores, you will see a large proportion of the floor dedicated to menswear. We have really continued to invest in our men’s range, and that is definitely one of the growth engines for us in the years to come.
Are you quite an active person yourself?
I enjoy running, doing half-marathons and other long distances. I recently took part in my first two Hyrox races – one in Singapore, and the other in Hong Kong. I try and do a lot of different things to stay well, and I see running as my kind of meditation. I try and run in the morning because what I find is it gives me this clarity of mind, which is what I need to be able to do my job effectively. So yes, I do think I am quite active.
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