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lululemon athletica, a technical athletic apparel, footwear, and accessories company, in partnership with its longstanding partner and parent company Majid Al Futtaim Lifestyle<\/span><\/a>, has announced the launch of an e-commerce platform in the UAE.\u00a0<\/span><\/p>\n Following several store openings across the Middle East this year, with new geographies being added to the agreement, the e-commerce platform launch is the latest development to highlight lululemon<\/span><\/a>\u2019s expanded presence in the region, contributing to the $5bn Middle Eastern sportswear market.<\/p>\n Since 2015, the brand has operated in the Middle East via a franchise agreement with MAF.<\/p>\n Fahed Ghanim, CEO of MAF Lifestyle, said: \u201cThe expansion of lululemon in the Middle East is designed to meet the growing interest in wellbeing here, with the rising prominence of healthy and active lifestyles built around connection and community,\u201d reports Zawya<\/i>.<\/p>\n \u201cDriven by a vision to unlock greater possibilities and wellbeing for all, Majid Al Futtaim Lifestyle has grown the lululemon Middle East business more than three-fold in the last two years alone, putting us on an accelerated growth plan. We look forward to expanding to new markets and cities, reaching new audiences, and helping to build and support existing communities in the process.\u201d<\/p>\n The e-commerce platform will expand lululemon\u2019s omnichannel reach to an additional 2.3 million households\u00a0in the UAE.<\/p>\n