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Sunday, November 1, 2026

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David Orr on X

$LULU's old brand was exclusive, high quality clothes. Curated for only the best thing. Back in 2015. Over time, they expanded a ton and from too-high of volume alone, it would have been impossible to keep quality high. Recently this spun out of control and quality is downright terrible. How can this problem possibly be fixed? Don't they use a zillion different suppliers? I don't think there are enough good ones to replace them, even if someone executed very well. On top of quality problems, they ruined the brand image with DEI garbage. I don't see how that is repairable, at least not for many years. And finally, the whole athleisure category is stale. Which is $LULU's entire brand. Point being, if I was management, I would see no path to turning this ship around within 5 years. And the remaining company at the end would be much smaller than it is today. And that'd be the good outcome, with any of the above three points being a failure mode anyway.

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