Like a lot of retailers, Lululemon closed many of its stores during the peak of the pandemic. But the apparel brand found a way to stay relevant and bolster its e-commerce sales by finding new ways to connect with its customers at a time where we were all craving comfortable clothing and workout gear. “It’s been an opportunity for us to perhaps be having some honest conversations about where we were as a brand and where we want to go moving forward, all in this new environment,” says Nikki Neuburger, who joined the Canadian company as chief brand officer. Lululemon recently began selling the Mirror, the home connected-fitness startup, at 18 stores this past summer and hopes to continue the expansion by developing a platform that is really going to position the high-end yoga wear brand for all genders, yoga philosophy and credibility in technical innovation and communities within running and training culture.