Lululemon has launched a brand new line of casual clothes for outside the yoga studio that includes sundresses, pants and tank tops.
The line, called "&Go," targets women who are "out the door at daybreak and moving until midnight," Lululemon says on its website.
"You don't have time for a wardrobe that keeps forcing you to change," an ad for the line says. "You're busy living. We get it."
&Go, which is being sold online and in stores, launched on Tuesday. Six of the 12 products that were part of the debut sold out in a matter of hours, according to Canaccord Genuity analyst Camilo Lyon.
The line's shorts are going for $54, tops for $58, dresses for $198 and pants cost between $108 and $118. Racked National first reported on &Go.
Lyon says the new line is proof that Lululemon "is still very much relevant and not fading," despite recent troubles.
"In our opinion, it is the most progressive, fashion-forward line the company has brought to market in quite some time," Lyon said in a note to clients on Tuesday. "We believe the strong reception to &Go could turn investor sentiment positive after months of deserved pessimism given the company's underperformance and mis-execution."
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