There’s certainly a growing audience to capitalize on. According to one estimate, the number of American men doing yoga rose from 4 million in 2012 to 10 million in 2016, outpacing the growth in women taking up the exercise (though far more women than men still do yoga). Though of course Lululemon isn’t the only one that sees the money to be made. In December Nike revealed that it would be launching a men’s yoga line for the first time.

Lululemon’s big challenge, Haselden says, is building brand awareness with men, which it’s doing through digital marketing and opportunities like its recent capsule collection for high-end men’s retailer Mr. Porter. It marked the start of the site carrying Lululemon, which now sits on Mr. Porter’s extensive brand list alongside names such as Prada and Gucci, as well as athletic brands including Adidas and Nike. Lululemon is also expanding the men’s areas in many of its stores, in some cases as much as doubling its floor space. In instances where it has done that, Haselden says sales of men’s products have risen 50% to 100%.

“We feel like we’re just getting started in men’s,” he points out. “We see Lululemon growing into a dual-gender brand, and in time we will be known for more than just women’s yoga pants.”

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