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- Derek Weston via Fast Company
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- Business·3 min to read
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Lululemon redesigns its Everywhere Belt Bag to make it bigger and harder to copy
ReLululemon redesigns its Everywhere Belt Bag to make it bigger and harder to copy
Lululemon is relaunching its popular Everywhere Belt Bag with a roughly 30% larger body, a sturdier design and a $6 price increase, as the company seeks to revive a product that drove teen demand while its overall business weakens.
Lululemon is redesigning its Everywhere Belt Bag, the crossbody-style accessory that became a fixture among teenagers and tweens, with a larger, sturdier version that is also harder for competitors to imitate. The new bag is about 30% bigger, and its opening no longer gapes when it is full. The move comes as the Canadian athleisure company works to reverse a sharp slide in its business.
The Everywhere Belt Bag started as an internal tool for employees who needed their hands free while working on the sales floor. Lululemon introduced a retail version in 2018 at $38, and it was soon embraced by younger shoppers. Over time it became something close to a uniform among teenage and pre-teen girls. Company sales of the bag reached hundreds of thousands of units around Christmas 2023. In fall 2024, Piper Sandler ranked it the third most popular bag brand among teen girls. Lululemon does not disclose sales figures for the belt bag specifically.
The redesign adds several practical changes. The strap is now flush, adjustable and fully removable, and the bag has more interior pockets. The zipper can loop through a carabiner to lock. The front has been reshaped with curves that echo the Lululemon logo, a design choice aimed at making the bag harder to counterfeit or duplicate, a persistent problem for popular accessories. The price rises by $6, from $38 to $44, and the bag will come in more colors.
The product update arrives at a difficult moment for the company. Lululemon's stock has fallen about 43%. Quarterly revenue dropped 4% to $2.4 billion, and sales in the Americas declined 8%. The company now expects full-year revenue to fall by as much as 7%. Accessories sales fell 13% in the second quarter of 2026, according to the company's results, which makes the belt bag's performance a closely watched signal.
Leadership has also changed. Heidi O'Neill, a former Nike executive, was named chief executive in September. Under the company's recent strategy, the bag line has expanded beyond the original design to include crossbody bags, totes and racket bags, broadening the range well past the belt bag that built its reputation.
The risks are considerable. Teen consumer tastes are notoriously fickle, and Lululemon's mindshare among teens has fallen, particularly among upper-income girls. Coach now leads teen handbag preference, with 60% of that market, according to the figures cited in the reporting. There is also a brand risk: a product so closely identified with young customers could alienate adult buyers the company still needs. The reporting points to Drunk Elephant as a cautionary precedent, where sales fell 65% after a teen-driven trend faded.
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Source: Lululemon’s Belt Bag is getting bigger, sturdier, and harder to dupe