Creating a safe and welcoming environment is a top priority for lululemon, and it’s a foundation for building meaningful relationships with the guests and communities it serves.
In recent years, organized retail crime (ORC) has become a complex and disruptive issue for retailers across the industry. In response, lululemon and its Asset Protection (AP) team have taken decisive steps to combat and prevent these issues, with a proactive approach grounded in innovative technology, thoughtful training, and strong collaboration.
“Retail crime has evolved into highly coordinated operations, and we are meeting the
challenge with the same spirit of innovation that defines who we are as a brand,” said Tristen Shields, Global Vice President of Asset Protection at lululemon. “We’re continually strengthening our security strategies and gathering intelligence for law enforcement through a combination of visible and behind-the-scenes safety measures to keep our people and guests safe.”
Leveraging Innovative Technologies
The lululemon AP team actively utilizes advanced tools, data analytics, and smart detection systems to help deter theft and respond effectively when incidents occur. At the core of these efforts are the Global Investigations Team, ORC investigators, and the lululemon Intelligence Center (LINC) – a centralized operation within AP that also provides real-time remote monitoring. Working in sync, they enable stores to dispatch law enforcement quickly and support investigations through prosecution to ensure offenders and organized crime groups are held accountable.
Empowering Store Teams through Training and Support
Technology is only one part of the solution. lululemon also prioritizes training for in-store teams, so they are equipped with the knowledge and tools they need to confidently and effectively respond to incidents. In active theft situations, store teams are empowered to call 911 when needed and are instructed to report every incident through internal tools and systems, prioritizing safety in their response protocol. In key locations, dedicated AP team members also work alongside store teams to offer on-the-ground coaching and guidance, ensuring their colleagues feel supported and safe in the moments that require quick action.
The AP and store teams also collaborate with members of lululemon’s IDEA (Inclusion, Diversity, Equity, and Action) team to explore ways to uphold safety measures rooted in facts and company values, while enhancing the guest experience. “Teamwork is central to our strategy,” added Shields. “By fostering a culture of communication and mutual support, we
help our store teams stay focused on what they do best – delivering exceptional guest experiences.”
Collaborating with Trusted External Partners
Beyond lululemon stores, that same spirit of collaboration shapes the company’s strong working relationships with law enforcement agencies. These relationships continue to be a key differentiator in the company’s ability to respond to crime, hold offenders accountable, and contribute to ongoing progress in product recovery and case resolution.
External partnerships with industry peers and national organizations also help advance the collective effort to address ORC at scale. Through initiatives like the Retail Industry Leaders Association’s (RILA) Vibrant Communities Initiative, the company is helping to share best practices, exchange insights and drive broad industry solutions. Earlier this year, lululemon leaders Tristen Shields and Britt Kidd, Vice President, North America Retail, took the stage at the RILA Asset Protection Conference to share how the company is effectively addressing retail crime, offering key takeaways and continuing to drive meaningful dialogue.
Photo courtesy of Retail Industry Leaders Association
While retail crime continues to be a widespread challenge, lululemon’s resolve to safety and community remains unwavering. Through investment in technology and a focus on training and deepening industry collaboration, the company is helping to shape safer and more welcoming spaces – and the momentum continues to build. “Last year, we supported over 1,100 arrests related to ORC in North America,” shared Shields. “It reflects consistent year- over-year progress and highlights what’s possible when efforts are truly aligned.”