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Lululemon restructures design leadership on Sun Choe exit

Lululemon Athletica unveiled a new organisational structure with its design team, coinciding with the departure of Sun Choe, chief product officer, who will leave the firm later this month to pursue another opportunity.

SEE ALSO: Lululemon appoints Jonathan Cheung as global creative director

The company said it does not intend to replace Choe.

Effective immediately, Jonathan Cheung, global creative director, will now report to CEO Calvin McDonald and will drive product design and innovation, continuing to oversee design, innovation, and product development.

The company will also create a new team comprised of leaders from its merchandising and brand functions to scale its global and regional go-to-market strategies.

Nikki Neuburger will become chief brand and product activation officer, overseeing merchandising, footwear, and product operations, in addition to her current responsibilities leading brand. Elizabeth Binder, chief merchandising Officer, will report to Neuburger.

The Canadian firm said the new organisational changes will support its near- and long-term growth plans, and will accelerate product innovation.

“We are grateful for Sun’s many contributions to the company over the past seven years, and she leaves us as a stronger, product-led organization with dynamic leaders ready to take us forward,” McDonald said.

“Looking ahead, I am confident in the strength of our design, merchandising, and brand teams, and excited by how the new structure will enable us to solve for the unmet needs of our guests in a more efficient, unique, and powerful way.”

Choe’s departure comes just months after Cheung was appointed as the global creative director of Lululemon.

At the time of his appointment, he reported to Choe. With over 30 years of experience across several countries, including the United States, United Kingdom, Italy, the Netherlands, Germany, and China, Cheung has previously served as a consultant for renowned brands like Gap, Mattel, Merrell, and Pangaia.

He has also provided guidance to various startups at the intersection of material science and technology. Notably, he held the position of senior vice president of design and design innovation at Levi’s.