As 20-year company veteran Celeste Burgoyne exits her role leading the Americas for Lululemon, the activewear giant has made a series of shifts to its leadership structure.
As announced last week, André Maestrini will take on the role of president and chief commercial officer, where he will oversee all regions, stores and digital channels. However, in additional details confirmed to Retail Dive on Friday, a Lululemon spokesperson said the retailer has also named Carla Anderson senior vice president and general manager of North America.
Anderson, who has been with Lululemon for more than 20 years, will now report directly to Maestrini, along with the leaders for Lululemon’s Asia Pacific, China Mainland and Europe, the Middle East and Africa regions. Lululemon Chief Digital Officer Danny Ryder, who has held that position since 2021, will also now report to Maestrini.
In his new role, Maestrini will have a base salary of $950,000 and will be eligible for a bonus if performance goals are met, according to a Friday filing with the U.S. Securities and Exchange Commission.
Anderson’s role heading up North America is effective immediately and builds upon her prior position leading Lululemon’s North American retail business. She also spent two years as general manager of the U.S. and began her career as a Lululemon store associate.
Though Burgoyne does not leave until the end of the year, Lululemon is losing one of the “key architects” of its success when she does, according to emailed comments from Needham analyst Tom Nikic. The retailer is also shuffling leadership in North America at the same time that it’s facing slower sales and demand in the region.
These challenges are hitting as competition in activewear becomes more intense. Lululemon isn’t sitting still: The retailer has a plan to get things back on track, which includes revamping its product design and development processes, and the retailer is also rethinking its store footprint. A new store in New York City’s SoHo neighborhood that opened last week showcases Lululemon’s future approach to store design, which centers on “movement, connection and sensory engagement.”
