RTIH’s Secret Shopper heads to Regent Street, London and lululemon’s biggest EMEA store

lululemon is one of those brands that, once you try it, you’re hooked. Their leggings fit like a dream, their loungewear is effortlessly chic, and their accessories blend practicality with style.

So, when I heard they were opening a brand new flagship store on Regent Street, I knew I had to be there on opening day. I made my way to see what all the excitement was about. And dear readers, let me tell you - this was hands down one of my best shopping experiences in a long time.

A grand opening: The hype begins at Piccadilly Circus

Before even reaching Regent Street, the retailer had already made an impression. A pop-up lululemon coffee stand had been set up at Piccadilly Circus, serving free coffees and hot drinks to lucky passersby.

There were four options on the menu:

●      The Green One - Matcha powder, milk, and agave

●      The Frothy One - Collagen, espresso, milk, and coconut dusting

●      The Pink One - Pink pitaya (dragon fruit) powder, milk, and agave

●      The Regular One - Espresso and milk of your choice

I opted for The Frothy One, which was delicious, rich, creamy, and just the caffeine hit I needed before a serious shopping session. It was a well executed marketing move, subtly reinforcing lululemon’s lifestyle and wellness brand identity, packed with functional ingredients designed to fuel and nourish. Giving a nice little boost before diving into the excitement of the store.

Alongside the free drinks, staff were directing customers to scan QR codes and take a ticket for a special mystery prize redeemable in-store. Prizes ranged from water bottles to discounts.

And if that wasn’t enough, lululemon had taken over the billboards at Piccadilly Circus, making sure that every passerby knew exactly where they should be heading.

A store designed to impress

After a brief pit stop at Uniqlo, I finally arrived at Regent Street.

I was there soon after opening, and while the store was very busy, it wasn’t quite packed. There was a definite buzz in the air, with shoppers eagerly exploring the new space, but it was still easy to move around and browse comfortably.

There was security on the door, but I managed to get in without queuing. The presence of security at the entrance suggested that they were anticipating queues later in the day, likely managing capacity as the crowds increased. Given the excitement around the opening and the high profile location, I wouldn’t be surprised if a queue had formed outside by the afternoon as more shoppers arrived.

Inside, the atmosphere was electric - shoppers clutching their mystery prizes, upbeat music, and a real sense of excitement as people explored the store. There was a DJ playing some very hip music that I hadn’t heard of before, and if I’m being completely honest, the volume was a little too loud for my Millennial ears. However, the teenage girls in the store were absolutely loving it, dancing along as they shopped, so clearly, lululemon knows its audience.

I headed straight for the prize queue and was thrilled to win a lululemon water bottle, which retails for £38. The fact that the retailer was giving away proper stock rather than cheap promotional items impressed me immediately.

The store itself is a stunning space, with a sleek, modern, and ultra-luxe design. The décor was understated yet luxurious, combining lululemon’s signature sleek aesthetic with earthy, modern tones. It felt spacious, well organised, and incredibly inviting, which is no small feat for a flagship store in one of London’s busiest retail areas.

The ground floor is dedicated to women’s wear, while the first floor houses men’s wear, changing rooms, and interactive shopping spaces.

A masterclass in customer service

IMHO Lululemon sets the standard for retail service, and this store was no exception. Every staff member I encountered was friendly, knowledgeable, and genuinely passionate about the brand.

One employee went out of her way to walk me through the tailoring service. lululemon offers free hemming on leggings and trousers, a brilliant feature for those of us who don’t have model length legs. Another let me know that I could get my new water bottle engraved for free, which was a lovely personal touch.

Another staff member, who had transferred from the Oxford Street location, told me how thrilled he was to be working at this “iconic opening.” That enthusiasm was palpable throughout the store.

The changing room experience

Lululemon’s changing rooms are particularly impressive, offering a premium experience rather than just being a functional space to try on clothes. The curved mirrors add a sleek and modern touch, and the lighting is flattering but not too harsh, which is always a bonus when making an investment purchase. The rooms are spacious, designed to allow shoppers to really get a feel for their items before committing.

One of the standout features is the charging stations inside each changing room, which is something I haven’t seen in many retail stores. It’s a thoughtful detail that adds an extra layer of luxury to the experience.

Staff in the changing room area were attentive but never intrusive. All of them were wearing headsets, making it easy for them to communicate and provide seamless service. If a customer needed a different size, they could simply knock on the door, and a staff member would fetch it without them needing to step out.

If I had one minor critique, it was that there was nowhere to properly hang the items I was trying on, so I ended up hanging them on the side of the charging station. A few hooks or a dedicated rack inside the changing room would have made the process a little easier. Other than that, the experience was faultless a well designed, premium feeling space.

Loungewear and athletic heaven

Lululemon had all of its bestsellers in stock, including:

●      Buttery soft Align leggings

●      Their signature sculpting sports bras

●      Sleek caps and trendy belt bags

●      The much hyped new Daydrift High-Rise Trouser

The slouchy Daydrift trousers were the real highlight for me. They fit like a glove, offering a flattering silhouette while remaining incredibly comfortable. The way they skim the body makes them flattering for a variety of body shapes and sizes, striking the perfect balance between structured and relaxed. However, they are on the longer side, so shorter shoppers might need to take advantage of lululemon’s tailoring service.

Final verdict: 5+ stars

It nabs this star rating due to:

●      A stunning store design

●      Exceptional customer service

●      Thoughtful opening day perks

●      A fantastic stock selection

●      A real sense of excitement and community

Recently, I visited another branch in Orlando, Florida, which will be featured in an upcoming column (watch out for that!). However, I have to say - that store does not hold a candle to this one. The spacing is better, the décor is better, and the stock selection is far superior, which really surprised me as we often assume the US has better stock and stores than the UK. It’s a testament to how much effort has been put into making Regent Street an exceptional retail space, and it shows.

Beyond just being a store, Regent Street is an experience. The brand understands its customers, knows how to make an impression, and has created a space that is genuinely exciting to shop in.

It’s easy for brands to rely on hype, but lululemon actually delivers. If you’re a fan of the brand, or even if you’re just looking for a masterclass in modern retail, I highly recommend visiting. This is a very welcome addition to Regent Street, and I, for one, will definitely be back.