Lululemon has launched a shopfront on Lazada, marking its first e-commerce marketplace partnership in Southeast Asia. 

The Canadian activewear brand says the online store represents a “major step” in its e-commerce strategy in Asia and highlights the company’s desire to expand its international footprint part of a plan it calls the Power of Three x2.

Lululemon says it will concentrate on offering brand interactions with consumers, guarantee local relevance, strengthen connections, and present the brand to more communities globally across both physical and digital channels.

“The digital space and experience of our guests have been an important component of our business,” said Gareth Pope, senior VP at Lululemon in Asia Pacific.

As part of the LazMall Super Brand Opening, Lululemon is launching the Progress Your Way campaign which offers discounts to Lazada consumers who purchase its yoga, training and running clothing lines.

According to China Daily, Lululemon said last year it was on track to make China its second-largest market by 2026 through a significant expansion of its physical store network.