Fast forward. The Lululemon direct to consumer (DTC) business is on the upswing. Bloomberg reports a 47% increase in the brand’s sales after a revamped Oracle site and improved customer acquisition strategies. Shares rose 14% in after hours trading yesterday, with the Vancouver brand’s stock inching toward its trading highs. According to analysts, the stock’s value reflects an investor confidence in the brand’s plans to address: (1) international expansion (2) eCommerce revenue growth (3) and continued traction with male consumers.
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