Lululemon shares tumble 20% as yogawear firm warns tariffs will crimp profit
HighlightsLululemon Athletica's shares fell 21% in premarket trading due to warnings about tariff-related costs and uneven demand in key markets of North America and China, which are expected to impact profits this year. The company plans to raise prices modestly on a small portion of its products and increase discounts for the remainder of the year in response to competition and changing consumer behavior. Lululemon Athletica has lowered its 2025 earnings forecast and anticipates pressure on profit margins due to proposed tariffs affecting products sourced from major hubs like Vietnam, Cambodia, and Sri Lanka.
Lululemon Athletica
's shares fell 21% in premarket trading on Friday, as the maker of high-end leggings warned that tariff-related costs and uneven demand in key markets of North America and China will dent its profits this year.
The Canadian firm, whose Align yoga pants sell for $128 apiece on its website, will raise prices "modestly" for a "small portion of the assortment" and ramp up discounts for the rest of the year, company executives said.
Lululemon
has struggled to retain shoppers, despite its efforts to introduce new styles of sports bras and athletic jackets, as it faces intense competition from trendier and more affordable brands in North America and mainland China.
"Despite (Americas) decline, management continues to prioritize product newness and China expansion over addressing a pullback from core customers and evident traffic declines," Jefferies analyst Randal Konik said in a note.
"We believe this misalignment is concerning."
Lululemon joins sportswear rivals Nike and On in raising prices in the U.S. as erratic trade tactics under President Donald Trump rattle global markets and fuel fears of a recession.
Lululemon trimmed its
2025 earnings forecast
and said it expects margins to come under pressure from the proposed tariffs, which will impact products from some of its largest sourcing hubs in Vietnam, Cambodia and Sri Lanka.
"My sense is that in the U.S., consumers remain cautious right now, and they are being very intentional about their buying decisions," CEO Calvin McDonald said on a post-earnings call.
The company's stock, which is down about 14% this year, was trading at $261.90 before the bell on Friday. The news dragged Nike's shares down 1.4%.
Lululemon's forward price-to-earnings multiple, a common benchmark for valuing stocks, is 21.46, compared to that of 31.37 for Nike and 9.54 for Gap.
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