Lululemon is outfitting the next generation of “yoga enthusiasts.” Though the brand has struggled this year, their label Ivivva, for girls as young as six, has seen same-store sales “soar” 37%.

Lululemon is outfitting the next generation of “yoga enthusiasts.” Though the brand has struggled this year, their label Ivivva, for girls as young as six, has seen same-store sales “soar” 37%. Ivivva, offers products that are made of the same materials as Lululemon, but they are also actively co-creating the brand with their young consumers, seeking girls’ “input and feedback ‘on every aspect of the brand, from store design to music to product.’” They say listening to this feedback has contributed to the brand’s impressive growth this far. (Business Insider)