the athletic apparel market in Central and Eastern Europe is undergoing a notable shift, as Canadian athleisure giant lululemon expands its footprint while Austrian retailer Hervis retreats. Lululemon announced franchise-based entries into Hungary, Greece, Austria, Poland, and romania, continuing a global expansion that includes a growing presence in Asia-Pacific and China [[1]]. Simultaneously, Hervis Stores are being rebranded under the Sports Direct banner by 2026 [[2]], signaling a change in the competitive landscape for sporting goods in the region.
Athleisure brand lululemon is expanding into Central and Eastern Europe, while a major sports retailer exits the Hungarian market.
lululemon, the Canadian athletic apparel and lifestyle brand, announced plans to launch operations in Hungary, alongside entries into Greece, Austria, Poland, and Romania. The expansion will be executed through franchise partnerships, specifically with Arion Retail Group, and includes a separate entry into the Indian market via a previously announced partnership with Tata CLiQ.
According to a company statement, customers in Hungary will soon be able to access lululemon’s full product line online through lululemon.eu as stores open. The company did not disclose a specific launch date. This move reflects lululemon’s broader international growth strategy, as the brand currently operates in over 30 markets globally and continues to build its customer base in North America, the EMEA region, the Asia-Pacific region, and China.
The expansion into these new markets follows lululemon’s recent entry into Italy this summer, as well as franchise-based openings in Denmark, Turkey, and Belgium. The company’s international push underscores the growing demand for athleisure wear and its commitment to expanding its global footprint.
The news comes as Austrian-owned sports retailer Hervis prepares to exit the Hungarian and Romanian markets. SPAR Group, the parent company of Hervis, recently announced the sale of its operations in both countries to Frasers Group, a British sports retail conglomerate that owns Sports Direct, Everlast, and Longsdale. The deal includes the transfer of 29 stores in Hungary and 49 in Romania, along with their employees. The move is widely seen as a response to increasing competition from larger players like Decathlon.
Hervis’s departure creates an opportunity for lululemon and other retailers to gain market share in Hungary, as the athletic apparel landscape undergoes a shift.
