12/17/2025
Elliott Builds Over $1 Billion Stake in Lululemon
Wall Street Journal (12/17/25) Thomas, Lauren
Activist Elliott Investment Management has built a stake of over $1 billion in Lululemon Athletica (LULU) and is bringing a potential CEO candidate to the struggling athletic apparel retailer it wants to help turn around, according to people familiar with the matter. The stake makes Elliott among the biggest investors in Lululemon, which has a market value of around $25 billion. It is a tumultuous time for Lululemon, which announced last week that Chief Executive Officer Calvin McDonald will step down in January and that the business faces pressure to reverse many missteps from quality issues to “losing its cool.” Elliott has been working closely with veteran retail executive Jane Nielsen, a former chief financial officer and chief operating officer at Ralph Lauren (RL), who they see as a potential Lululemon CEO candidate, the people familiar with the matter said. The activists' arrival, and CEO candidate, comes as Lululemon founder Chip Wilson had already been agitating for change and weighing in on the CEO search. Before McDonald's departure was announced, Wilson had been attacking Lululemon publicly for killing innovation and losing what made the brand “cool” in the first place. McDonald, who had served as an executive at beauty chain Sephora (LVMUY), took the helm of Lululemon in 2018 and steered the business through the pandemic, tripling its annual sales during his tenure to $10.6 billion. He is expected to give up his board seat but remain a senior adviser through March to facilitate a smooth transition. The Vancouver-based retailer revolutionized athletic apparel with leggings that were so functional and flattering that people wore them to not only yoga class but brunch, the supermarket, and just about everywhere else. A crop of newer athletic apparel competitors including Vuori and Alo Yoga have eaten into market share, but Lululemon has made missteps on its own, analysts and customers say. Recent decisions, including deals to sell apparel embellished with Mickey Mouse or NFL logos, have raised eyebrows. Lululemon has also leaned more heavily into discounting products, weighing on profits and the brand's image. Merchandise piled up in stores, leaving them cluttered. Lululemon shares have collapsed more than 60% from their peak, leaving the company trading at multiples below other retailers, including American Eagle Outfitters (AEO) and Victoria's Secret (VSCO), according to analysts. In Nielsen, Elliott sees a retail pro that can help revitalize the Lululemon brand, the people familiar with the matter said. Elliott and Nielsen have been working together on evaluating this opportunity for months, the people added. “Lululemon is one of the most powerful brands in retail, defined by exceptional products, deeply engaged communities and significant global potential,” Nielsen said in a statement to The Wall Street Journal. “I would welcome the chance to discuss this opportunity with the Lululemon board.” Before joining Ralph Lauren in 2016, Nielsen was the finance chief at handbag maker Coach. During her tenure there, Coach (TPR) closed underperforming stores and got inventory under control, helping the namesake brand post its first quarterly sales increase in North America in almost three years. During her time at Ralph Lauren, shares more than doubled and profit margins swelled as the apparel maker cut back on discounting—following a similar playbook from Nielsen's Coach days. Nielsen left Ralph Lauren at the end of March. Wilson, the Lululemon founder, has said the Lululemon board needs to find a new CEO with urgency, adding he was “deeply concerned about what appears to be a tremendous failure by the board to competently plan for the future and manage an effective succession process.” Lululemon board chair Marti Morfitt has said the company has a “strong foundation in place” to pick a new leader. Elliott is the biggest investor, with over $76 billion in assets under management. The firm has made a number of other recent investments in the consumer sector, including at PepsiCo (PEP) and Starbucks (SBUX). Earlier this month, Pepsi struck an agreement with Elliott committing to cut costs and lower prices.
Read the article