Lululemon knows you don't like that front seam on your leggings — and it's doing something about it
The Vancouver-based athleisure giant is introducing a new Align legging without the front seam that users dislike.
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- Lululemon has heard its customers and is making a key change to its leggings.
- It's introducing a new Align legging without a front seam.
- The company reported a 13% increase in net revenue in its latest quarter compared to the year before.
Athleisure giant Lululemon has listened to customers who have been begging it to change one feature in its bestseller leggings.
The company's CEO, Calvin McDonald, said in an earnings call with investors on Thursday that it would introduce leggings without a front seam, a highly requested change.
"We'll expand further with other new bottoms, including a legging with no front seam," McDonald said to investors.
"Our guests have been asking for this innovation, and we believe this style, along with all the other newness and innovation we are bringing to market, will help drive new guest acquisition and increase purchase from existing guests as well," he added.
Representatives for Lululemon did not respond to a request for comment from BI about when the new product will be available and how much it will cost. The Vancouver-based company's leggings start at around $98.
McDonald said the new leggings were celebrating the 10th anniversary of Lululemon's Align product line, which includes leggings, shorts, sports bras, tops, bodysuits, and more.
Some social media users have criticized the front seam of Lululemon's leggings, with some women saying the seam can be unflattering.
@victoria.morris Tell me im wrong?! ???? #lululemon #lululemonleggings #girlproblems #gumtok #gymgirl #momtok #momswhoworkout #momswholift #leggings #workoutleggings #momoftwo #relatablemom #relatable #gymlife #gymhumor #gymcomedy ♬ original sound - ????victoria | mom + lifestyle
Some TikTok users also say Lululemon's front seam is a big reason they've bought leggings from other brands.
This is not the first pair of leggings Lululemon has made without front seams.
In July, it dropped the $98 Breezethrough leggings without the front seam, but the product was pulled from shelves within the same month after customers criticized it for its deep V-shaped back seam.
The company reported results from its latest quarter on Thursday. Revenue increased 13% from the year before to $3.6 billion, and international sales rose 38% in the quarter.
The company's stock remained flat during trading hours on Thursday but dropped about 10% in after-hours trading.
