Lululemon is doing well selling its patented-fabric activewear, but its broader achievement is in elevating the brand to a lifestyle proposition.

While the brand’s e-commerce is becoming an increasingly more important channel, stores remain key. In the quarter the company opened four net new stores and completed seven remodels, and expects to open about 40 new locations by the end of the year. The company also opened 23 temporary stores, which the company calls “seasonal stores,” at the end of the second quarter and plans to more than double that number into Q4, he said. READ MORE