After offending some of its female customers, Lululemon has begun branching out into menswear. Or as CBC News plainly puts it, the Canadian company has "shifted its focus from butts to balls." For the past eight months, Lululemon has been marketing "anti-ball crushing" pants for men, made of "sweat-wicking Warpstreme fabric," as specifically designed to give "you and the family jewels room to breathe." And men are buying into the sales pitch: After a 5% gain in Q2 and 11% growth in Q3, men's same-store sales spiked 16% last quarter, Bloomberg reports.
In a conference call, CEO Laurent Potdevin said the $128 "ABC" pants were a big factor in the upswing. Unfortunately, Yahoo reports that many sizes and colors are now sold out.