Lululemon athletica is a specialty retailer and designer of athletic apparel for women. The firm specializes in yoga-inspired merchandise but is branching out into new categories, including general fitness and men's apparel. The healthful lifestyle-inspired athletic apparel is sold through corporate-owned and -operated retail stores, direct to consumer through e-commerce, through independent franchises and through a network of wholesale accounts. Primary markets include Canada, the United States, and Australia, with about 190 store locations.