Lululemon Expands ivivva as Teen Lifestyle Brand


Lululemon x ivivva PB Teen Pottery Barn

The elastic brand that is lululemon is joining forces with William-Sonoma’s Pottery Barn kid sibling, PBteen.

The partners are giving a new lease on life to lululemon’s kid sister brand, ivivva. The lululemon spinoff for girls may be shuttering some of its stores, but the sub-brand is expanding in other directions, beyond apparel as a lifestyle brand.

In a just-announced partnership, ivivva is getting its own PBteen capsule collection of home décor and decorative accessories for teens and tweens, licensing the name and co-creating the look and feel of the limited edition collection.

Cindy Bokitch, GM of ivivva by lululemon, said, “We are excited to launch our first home collection in collaboration with PBteen. ivivva’s mission is to arm girls with gear that inspires them to live courageously and lead boldly together.”

“We want to continue to help girls express themselves by offering an ivivva bedroom space that encourages them to dream big and achieve their goals.”

It’s a strategic move for lululemon after closing about 40 of the company’s 55 ivivva-branded stores in North America and converting half of the remaining stores to Lululemon-branded shops.

The ivivva store concept launched in Canada in 2009 as an ambitious plan to entice girls to bring their BFFs for birthdays and classes to the stores which served as free yoga studios – with a side-bar of selling them merchandise such as $72 leggings, $44 tank tops and $78 hoodies for girls aged 6 to 12.

When ivivva launched in Canada in 2012, Chicago Business wrote, “The preteen who already wears mini-versions of Tory Burch flats and J Brand jeans can now beg Mom for one more pricey, formerly adult-only brand: lululemon.”

While some parents were reluctant to shell out that kind of money for athletic leisurewear for their fledgling progeny, ivivva—in consort with PBteen—is now offering a collection that includes more than 40 pieces with prices ranging from $29.50 to $1,175.

PBteen launched in 2003 as the first home retailer to focus exclusively on the teenage market. The goal of the new collaboration is to let teen and tween girls transform their bedrooms to inspire and support an active lifestyle.

The Stay Gold room is described in the press release as bold and versatile and creates a space perfect for practicing various activities and pursuing goals. The Altered Skies Duvet is made from a cotton and rayon blend inspired by athletic wear textiles with a soft and silky texture.

The ombré Dreamer Pillow and the textured Be Bold Rug create “the perfect oasis to focus on building dreams and goals.” Finished with active accents, such as the full-length Floor Mirror and Ballet Barre, this room is made to inspire.

The Be You room encourages exploration with geometric prints and oversized cosmic wall murals, while the multi-colored Geo Evolution Comforter and super soft Space Dye Jersey Sheets, inspired by ivivva’s signature print and pattern, “bring depth and vibrancy to the room.”

The Dreams and Goal Pinboard and Inspiration Tapestry encourage teens to live courageously and a focal point of the room is the painted metal Soft Blue Locker Desk and a Powder Pink Locker Tower completes the look “with collegiate charm.”

As PBteen President Jennifer Kellor stated, “The ivivva for PBteen collection celebrates the collective efforts of two like-minded brands who encourage self-expression and confidence. Together with the ivivva team, we have designed home furnishings reflective of ivivva’s attention to performance detail, bold pattern and positive messages that inspire customers to bring their dreams and goals to life.”

As part of the launch marketing campaign, three teens received bedroom makeovers with the new collection to better reflect their active lifestyles and individual personalities:

Morgan‘s room is a calming space to help her focus and study:

Skylar is all about dancing, so she has room to practice.

Dempsey loves running track with her friends and now her room is the ultimate hangout spot.

As for how they’re promoting the collection, ivivva and PBteen are inviting customers to BE THE SPARK at the #ivivvaxPBteen launch events, hosted in Toronto on July 12th and in Malibu on July 16th. Attendees can experience the new collection and join in activities such as barre, yoga, dance and face painting.