Ivivva

Ivivva is a youth athletic-apparel brand created by Canadian activewear company Lululemon Athletica. Launched in 2009, the label was designed to bring Lululemon's technical-fabric approach to a younger customer — primarily girls — with dance, gymnastics, yoga and training clothing sized for children and teens. Ivivva operated through its own standalone stores and a dedicated e-commerce site, positioning itself as a premium performance brand for active kids rather than a scaled-down version of adult Lululemon. The brand grew through the early 2010s as Lululemon expanded Ivivva's store fleet, largely in North America, and used the label to build early loyalty among families. In the middle of the decade Lululemon reassessed the business: Ivivva's standalone store economics were weaker than the core brand's, and in 2016–2017 the company announced it would close most Ivivva stores and absorb the line into Lululemon's own stores and website. Ivivva continued as a product line within Lululemon rather than as a separate retail chain. In 2019 Ivivva drew wider attention when Lululemon relaunched the label with a gender-inclusive positioning, marketing the clothing to boys as well as girls. The move reflected broader shifts in youth apparel toward unisex and inclusive sizing. Ivivva remains a Lululemon sub-brand aimed at the youth athletic segment, sold through Lululemon's channels rather than as an independent company. It has no separate ownership, listing or executive team of its own; its fortunes are tied to Lululemon Athletica, which is publicly traded.

Ivivva was introduced by Lululemon Athletica in 2009 as a dedicated youth brand. Lululemon, founded in Vancouver in 1998, had built a premium following for technical yoga and training apparel, and Ivivva was conceived as a way to extend that fabric expertise and brand loyalty to girls and younger athletes. The label sold dance, gymnastics, yoga and training clothing through its own small-format stores and a separate website, deliberately keeping a distinct identity rather than simply shrinking adult styles. Through the early 2010s Lululemon invested in opening Ivivva stores, mainly in Canada and the United States, and the brand became a recognizable name in youth activewear. By the middle of the decade, however, the standalone-store model came under pressure. Ivivva's sales per store and profitability lagged the core Lululemon business, and management concluded that the separate retail footprint was not paying off. In 2016–2017 Lululemon announced plans to close the majority of Ivivva stores and fold the assortment into Lululemon stores and e-commerce, converting Ivivva from a chain into a product line. A second chapter came in 2019, when Lululemon relaunched Ivivva with a gender-inclusive message, marketing the clothing to boys as well as girls. The repositioning aligned the label with a broader cultural conversation about gender and children's products. Since then Ivivva has operated as a sub-brand within Lululemon's assortment, without independent ownership, a separate board or its own stock listing. Its history is therefore inseparable from Lululemon Athletica's evolution from a yoga-apparel specialist into a global athletic and lifestyle company.

• Lululemon Athletica launches Ivivva as a youth athletic-apparel brand.

• Lululemon announces closure of most Ivivva standalone stores and folds the line into Lululemon channels.

• Ivivva is relaunched with a gender-inclusive positioning for boys and girls.

Premium technical athletic apparel for active children and teens, sold as a Lululemon sub-brand.

• Youth leggings

  Technical-fabric leggings sized for children and teens.

• Dance and gymnastics apparel

  Leotards, tops and bottoms designed for dance and gymnastics.

• Gender-inclusive youth line

  Apparel marketed to both boys and girls after the 2019 relaunch.

• 2019.09.26

  Reported2019.09.26

  Lululemon to discontinue Ivivva[2]Lululemon决定终止Ivivva童装业务finance.sina.com.cn

  Lululemon decided to discontinue its Ivivva childrenswear business, saying it would release capacity to support long-term growth. It expected to close its remaining seven standalone Ivivva stores by mid-2020 and gradually withdraw the product line from Lululemon stores.

Read more

1. 1Mattel launches gender-inclusive doll line - WHDH 7Newswhdh.com
2. 2Lululemon决定终止Ivivva童装业务finance.sina.com.cn