(Bloomberg) -- Lululemon Athletica Inc. is going to sell larger sizes -- a move to increase its customer base and move away from the founder's vision of making apparel for only a narrow part of the overall population.
The maker of yoga pants and sports bras will expand its selection up to size 20, CEO Calvin McDonald said in a conference call Tuesday to discuss quarterly earnings. Currently, the sizing chart for the company only goes up to 14 for most products.
The announcement is significant for the company, given its history on the issue. Lululemon founder Chip Wilson resigned as chairman in 2013 weeks after an interview on Bloomberg Television in which he said Lululemon's pants “don't work for some women's bodies.” He apologized a week later. The company was also forced to recall some pants for being too sheer.
Companies that cater to stereotypes of female beauty have increasingly come under fire in recent years, causing apparel makers to expand their offerings to more inclusive sizes.
Lululemon's new sizes will start later this month with its core styles and by the end of 2021 will include the majority of women's products, McDonald said. He added it is “an important step forward” for the company.
©2020 Bloomberg L.P.
Essential Business Intelligence, Continuous LIVE TV, Sharp Market Insights, Practical Personal Finance Advice and Latest Stories — On NDTV Profit.
