Courtesy of Lululemon
In early November, popular activewear brand Lululemon Athletica opened its second St. Louis location in the midst of the Central West End (13 Maryland Plaza, lululemon.com). Several years ago, before opening its location at Plaza Frontenac, the chain operated a test store in the CWE. Spokesperson Nina Gardner says the new location was developed with a “root down, rise up” theme, incorporating design elements that echo those of the surrounding neighborhood. “Everything in the store—from the events to the paint colors—is chosen by the store team to reflect the community,” Gardner explains. “Although the products in the two locations are similar, this store has its own identity.”
