Heinz, Harrods, Savoir: Everything that matters this morning

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

Heinz supports Magic Breakfast charity to stop child hunger

FMCG brand Heinz is to help feed the one in five UK children who are currently at risk of going to school hungry. The brand has announced a five year partnership with charity Magic Breakfast, which runs morning clubs for those in need.

Heinz has worked with BBH London to create a new campaign to highlight the issues of child hunger and food poverty. A 90-second illustrated film tells the story of Jess, who goes to school haunted by ‘The Rumble,’ a literal manifestation of her hunger. Jess is introduced to a Magic Breakfast club by a teacher.

A social media campaign and an ‘Empty plate’ installation on London’s South Bank will further support the campaign. Heinz will provide 12 million free breakfasts as part of its support, with its No Added Sugar Beanz already offered at 100 schools.

Our Silence the Rumble research and campaign brings to life the harsh realities that schoolteachers and children from disadvantaged backgrounds are currently facing,” says Heinz Beanz brand build lead, Matt Mill.

“We’re passionate about helping solve child food poverty in the UK and our work with Magic Breakfast can help fuel children towards a better day at school.”

Harrods opens standalone Essex beauty store

Department store group Harrods has opened its first standalone beauty store, H beauty, at Intu Lakeside in Essex. A second branch of the concept is scheduled to open in Milton Keynes in Spring 2021.

The 23,000sq ft Lakeside store is said to embody the ‘future of beauty’ in an open and expansive space. It seeks to disrupt the sector with a diverse portfolio of premium and luxury beauty brands, and includes experiential features to keep shoppers engaged. These include a skincare station, magic mirrors in place of counter sampling, and a Playtable where customers can access hair styling services and makeup consultations or demonstrations. The Champagne Bar offers refreshments.

“H beauty is going to be a significant addition to the beauty landscape and will be a game-changing, destinational, beauty emporium offering experience, make-up, skin care, hair care and fragrance,” says Harrods director of beauty, fine jewellery, watches and home, Annalise Fard.

“Harrods has vast authority and strong brand relationships within the beauty industry which has provided us with the opportunity to offer H beauty customer’s both well-recognised brands that they know and love very much directly from Knightsbridge, as well as an exciting array of entirely new brands that can only be found at H beauty.”

Gen Z defends social media against mental health claims

A new study is challenging the view that the internet and social media are responsible for the mental health problems suffered by Gen Z.

According to agency ZAK, UCL research shows depression levels among Gen Z to be two thirds higher than among millennials. Many blame the influence of the internet, but ZAK’s study has found that 57% of those in Gen Z think mainstream media’s representation of social media is unfair in the context of mental health issues.

Instead, these younger consumers use digital spaces to find solidarity, show vulnerability, and share humour and hope, the research finds. However, some users believe social media has become ‘too mainstream’ and are instead using private message threads where brands cannot operate.

“Mainstream media attributes a lot of negative outcomes to social media without realising how much good it is doing,” says ZAK CCO Matt Bennett.

“The key issue for brands is how to be of use in the conversations rather than appear to be virtue signalling. Interpreting the apparent openness on the subject matter of a Gen Z audience is not an invitation. It’s way more complex than that.”

Savoir celebrates the pleasures of being in bed

Bed brand Savoir is focusing on the importance of sleep to our health and wellbeing with its new ad campaign ‘A Life Unhurried’.

Developed by agency Without, the campaign features recognisable faces relaxing in bed including real-life couple Steven McRae and Elizabeth Harrod, respectively principal dancer and soloist at The Royal Ballet.

“The new creative direction brings humanity back to the brand and drives a stronger emotional connection to Savoir,” says marketing director Sarah Frederickson.

“Celebrating the joy of not just sleeping but ‘switching off’ in bed. We are delighted with the ‘A Life Unhurried’ concept and thrilled to work with Steven and Elizabeth, as they truly understand the importance and the connection between sleep and performance.”

Thursday, 17 September

Iceland calls on retailers to publish plastic usage

Iceland is calling for retailers to be more transparent when it comes to their plastic use.

The frozen food retailer has published its own “plastic footprint” and is calling on other grocery chains to do the same. It says greater transparency over how much plastic is used in packaging and transporting food will lead to a reduction in plastic waste.

All major chains are cutting back on plastics use, but Iceland is asking the government to make reporting on such use mandatory and to set targets for its reduction. In 2019, Iceland used 32,000 tonnes of plastic.

“For several years now, businesses have been using incomplete information to represent the scale of their plastic packaging, their commitments to change, and the progress being made,” says Iceland managing director, Richard Walker.

“We will all be better served by a more accurate and transparent picture on this issue.”

Supermarkets have come under increased pressure in recent years to reduce plastic use.

Walker adds: “Without transparency, and government enforced reduction targets, we will not be able to judge whether business actions are delivering real progress.”

READ MORE: Iceland challenges supermarket rivals to publish ‘plastic footprint’

Heineken launches hard seltzer brand

Heineken is launching a hard seltzer brand as it looks to expand into the growing category.

Pure Piraña will be available in Mexico and New Zealand with a choice of up to nine different flavours, enabling Heineken to test local preferences and investigate the potential of the hard seltzer category.

Containing fewer than 100 calories per 330ml can and made with all-natural flavours, the new beverage is aimed at a modern generation of consumers who are increasingly conscious of their consumption habits and lifestyle choices.

“Innovation is embedded in everything we do at Heineken, which is why we continuously use our expertise to create new and exciting taste experiences for consumers,” says Heineken’s chief commercial officer, Jan Derck van Karnebeek.

“We are seeing more and more people look for a low-calorie alcoholic alternative and the result is the rapid growth of the hard seltzer category. The launch of Pure Piraña offers a way for us to meet customers’ evolving needs and explore a new growth opportunity for our business.”

Pure Piraña is a mix of carbonated pure mineral water, a dash of natural fruit flavours and contains 5% alcohol. The result is a Hard Seltzer that is low in carbs, low in sugar, low in calories and is also vegan-friendly. Pure Piraña will initially launch in Mexico in grapefruit, peach and red fruit flavours, and in raspberry and lime in New Zealand.

John Lewis to shrink flagship Oxford Street store

john lewis and partnersJohn Lewis is working on plans to reduce the size of its London flagship store, converting entire floors into offices, as shoppers switch to buying online.

The department store has applied for planning permission to switch up to three floors of its landmark Oxford Street store – which currently houses children’s ranges, electrical goods, kitchen and bathroom departments, as well as dining areas – into office space for rent.

Profits at John Lewis fell 65% in the year to January, even before Covid-19 hit. The chain is permanently closing eight of its 50 outlets after facing of heavy competition from online and other high street players. Among the stores shutting is its Birmingham city centre store, which has only been open for five years.

John Lewis said it has no immediate plans to alter the building on Oxford Street, where it has traded since 1864, but is seeking planning permission to give it options in the future.

“Oxford Street is our largest and oldest shop and has a surplus of non-selling space compared to our newer shops,” said John Lewis in a statement.

“We have therefore made a planning application for the upper floors of the shop, to give us greater flexibility on how we use this space more efficiently in future, with the potential to have office space at the top of the building. While no decisions have been made, any plans would look to further improve our customers’ experience.”

The new chairman of the John Lewis Partnership, Sharon White, has said she would look at downsizing stores as part of plans to reshape the group for the future.

READ MORE: John Lewis could reduce size of Oxford Street store by up to 40 per cent

Co-op sales rise thanks to Covid-19

Grocery chain the Co-op saw sales rise in the first half of the year as customers shopped closer to home and ate out less during the pandemic.

Like-for-like sales in food, which strip out the effect of new shops opening, increased by 8.8% in the six months to 24 July. The Co-op expects coronavirus-related costs to hit £97m for the full year.

“We are living in unprecedented times, but the response of our Co-op has been exceptional,” says chief executive, Steve Murrells.

“The coming months and years remain uncertain, and we know our own Co-op will not be immune to the pressures the recession brings to family budgets and to local and national economies.”

TUI to refund all customers by the end of the month

TUI has agreed to pay out all refunds it owes to customers by the end of September, following an investigation by the Competition and Markets Authority (CMA).

With holiday plans ruined by the coronavirus outbreak and delays over refunds adding to frustrations, the travel company has now promised to clear outstanding refunds by 30 September.

The promise covers all of TUI UK’s different businesses that offer package holidays, including First Choice, First Choice Holidays, Marella Cruises, Crystal Ski, Crystal, TUI Scene, TUI Lakes and Mountains, and Skytours.

Refunds for cancelled package holidays should be completed within 14 days. The move follows letters sent by the watchdog to over 100 package holiday businesses to remind them of their legal obligations to give back customers’ cash.

READ MORE: Tui to clear refund backlog by end of September

ThisGirlCan

‘This Girl Can’ returns to inspire more women to get active

An updated ‘This Girl Can’ campaign is being launched by Sport England, aiming to close the gender gap around activity levels for men and women.

A film celebrating the various inventive ways that women have managed to remain fit and active during pandemic restrictions is the centrepiece of the campaign, alongside an improved activity finder and a ‘Girls Night In’ evening of music and workouts.

Featuring both new faces and some women from the original campaign, the film includes Katy, 43, who founded ‘Blaze Trails’, a community of walking parents and children during lockdown, and Aneesa, a 43-year-old mother of two who started attending HIIT and dance sessions over Zoom.

“We’re back with This Girl Can celebrating the fact that there’s no right way to get active – there never was,” says Campaign lead for This Girl Can, Kate Dale. “Just like there’s no right way to do lockdown. We’re celebrating all the women getting active in the ways that work for them, no matter what life throws in their way. Saying it’s okay to do it when you want, how you want.”

As part of the Great British Week of Sport (19-27 September), This Girl Can and UKActive will be bringing a unique evening of music and fitness powered by Foundation FM.

Streamed live across Instagram, the evening (26 September) will feature exclusive workouts and DJ sets that people can join from their living room.

Tesco launches campaign to widen Clubcard offering

TescoClubCardAdSupermarket chain Tesco is highlighting an improved range of ‘Clubcard Prices’ in a fully integrated campaign including a series of films.

The three shorts feature a customer, Gillian, wandering the aisles of a Tesco store, Clubcard in hand, zapping products and instantly lowering prices in the style of a shopping superhero.

The campaign, created by BBH, will feature on TV, out-of-home, print, radio, social and digital, with each of the three shorts debuting over consecutive weeks.

“Clubcard Prices will feature across stores, every week, as a way to reward our customers for their loyalty,” says Tesco chief customer officer, Alessandra Bellini.

“By scanning their Clubcard app or tapping their Clubcard, customers and colleagues will access hundreds of exclusive deals on familiar branded and own-brand products.

“We are excited to make Clubcard even more valuable and bring this innovation to customers with an engaging campaign which helps customers feel savvy and in control.”

Charles Tyrwhitt teams up with England Rugby

Charles Tyrwhitt Menswear retailer Charles Tyrwhitt has announced a four-year partnership with England Rugby, becoming its official formalwear partner.

The brand will collaborate with England Rugby to tailor a collection of bespoke formalwear to dress the men’s and women’s senior squads, through to the under 20s/18s teams, team management and RFU staff.

Highlights from a custom-made range will include a Merino wool suit with a burgundy lining, which will be paired with a Charles Tyrwhitt white twill shirt and Italian wool silk pocket square emblazoned with the English rose.

The initial collection will be available online and in selected stores, including Charles Tyrwhitt’s flagship on London’s Jermyn Street, from November.

“Charles Tyrwhitt will create an enduring and stylish formalwear range that is a great fit for our players and fans alike, as well as a perfect representation of our shared values,” says England Rugby’s chief commercial and marketing officer, Simon Massie-Taylor.

Zoë Clapp joins YouTube Marketing UK

Zoe Clapp March 2016

The former UKTV chief marketing and communications officer Zoë Clapp has been appointed head of YouTube Marketing UK.

Clapp will lead YouTube’s marketing push in the UK, as well as oversee campaigns for YouTube Originals in Europe, the Middle East and Africa.

Recently named one of Marketing Week’s Top 100 marketers, she will also be responsible for the growth and strategic development of the business from a marketing perspective, working closely with the UK’s partnerships, advertising and industry teams.

During her 15 years at UKTV, Clapp oversaw marketing, communications, creative, media, social and online teams, with the broadcaster enjoying a 42% viewing increase and a 66% increase in revenues, and a near-tripling of profits.

Clapp also oversaw the strategic in-housing of creative functions, including the multi-award-winning social and online team and the off-air creative production function, UKTV Creative.

“Zoë’s strong marketing expertise and in-depth knowledge of the British news and marketing industries will have an immediate and powerful impact for both our teams and advertisers,” says YouTube Marketing’s head of EMEA, Riki Drori. “We look forward to seeing her success.”

6 O’clock Gin serves up free G&Ts to office staff

British brand 6 O’clock Gin is marking its 10th anniversary next month by delivering 3,652 free G&Ts to desks across London and Bristol, each drink representing every 6 o’clock gin and tonic hour that has passed over the past decade.

Every day from 19 to 23 October, the brand will deliver free G&Ts to participating offices across the two cities, helping to celebrate both the return to the office and the extra hour that comes with the end of British Summertime.

Distilled in small batches, 6 O’clock Gin is owned and operated by the family-run artisansal spirit company Bramley & Gage, based on the outskirts of Bristol.

Tuesday, 15 September

aASA launches Scottish campaign to promote keeping ads  ‘legal, decent, honest and truthful’

The ASA is promoting its role in Scotland with a new campaign that shows how it keeps ads “legal, decent, honest and truthful”.

The campaign takes famous advertising campaigns and gives them a fresh take to remind the public that all ads are fully regulated. Straplines such as Churchill’s ‘Oooh Yes’, Mastercard’s ‘Priceless’ and Marmite’s ‘Love it or Hate it’ will feature across print, outdoor and online ads.

It will run as a national campaign across TV, print, outdoor and social, and has been developed in partnership with the Advertising Association’s Trust Working Group. Audi, Churchill, IRN-BRU, Marmite, Mastercard and Tesco are all donating media space.

AA chief executive, Stephen Woodford, says: “We all have an interest in rebuilding public trust in advertising and I’m sure this campaign will play a key role in moving us forward in the right, positive direction.”

One of the key campaign objectives is to raise awareness that the ASA regulates ads across media, including online ads and in the social media space. Research from the group found that 51% of all adults trust the ASA and only 6% distrust it, with Scottish people more trusting than the average (54%). But, perhaps unsurprisingly, trust in the ad industry (17% for the UK) and trust in ads (23%) is lower.

“Our new ad campaign will help raise awareness of the ASA’s vital role regulating advertising, crucially including online, by playing around with, and celebrating, famous UK ads,” says ASA chief executive, Guy Parker.

“The collaborative approach to our new ad campaign clearly shows the support for effective advertising self-regulation. And so we are immensely grateful to the AA, Leith and MediaCom for helping us to create and plan the campaign pro-bono, and to the many media owners and platforms who have so kindly donated space and airtime.”

Diversity suffers under Covid-19 pressure

Over four in 10 (42%) marketing and comms professionals from minority ethnic backgrounds felt their career prospects have suffered since the start of the pandemic, according to research from networking group People Like Us.

It found professionals from BAME backgrounds were under a greater financial and emotional strain compared to the rest of the industry, even taking a bigger pay cut on average, with 37% saying they felt that diversity is less of a priority in the workplace since coronavirus.

In an attempt to begin to tackle these issues People Like Us is holding a virtual event aimed at addressing racial underrepresentation. The event, taking place 1 October from 4-5pm, is designed specifically for marcomms professionals from minority ethnic backgrounds who have been directly impacted by Covid-19 and are currently job seeking.

People Like US co-founder, Sheeraz Gulsher, says: “It’s crunch time for the marcomms industry on diversity. We were already suffering from an inability to attract and retain diverse talent, but research has shown that this could get even worse, as those from minority backgrounds have been hit hardest by the pandemic.”

The group is calling on recruiters across the country to attend a virtual jobs fair specifically aimed at black and minority ethnic jobseekers

Darain Faraz, People Like Us co- founder, adds: “With the backdrop of the Black Lives Matter movement, layered with a devastating global pandemic, we find ourselves at an important juncture to finally address the BAME Covid crisis that lies before us. If not now, then when?”

People Like Us, which launched at the start of the year, hosted its sold-out inaugural virtual event in June 2020. Over 50 recruiters from organisations including LinkedIn, Snapchat and Twitch were in attendance, as well as over 100 attendees.

Budweiser pushes no alcohol in Premier League campaign

Budweiser is pushing its alcohol free drink, Budweiser Zero, in its new Premier League campaign.

To celebrate the return of the Premier League and Monday Night Football on Sky, Budweiser Zero will feature in a series of ads across social and TV every Sunday through to Wednesday, putting the brand at the forefront of consumers’ minds while watching the game.

The idea of using the scale of the Budweiser masterbrand, coupled with the Premier League sponsorship, is to raise awareness of Budweiser Zero and support the company’s commitment to encourage smart drinking choices for consumers.

The new alcohol-free beer offers zero alcohol, zero sugar and is a key part of the brand’s role as the official beer of the English Premier League.

Budweiser UK’s senior brand manager, Jessie Landers, says: “At Budweiser Brewing Group, we’re committed to championing responsible drinking. We’re bringing great new products to market so consumers can have more choice, whatever the drinking occasion.

“Our newest launch – Budweiser Zero – has all the great taste and character of a Budweiser just without the alcohol, so it felt like the perfect fit to celebrate Monday Night Football, given many fans will be looking for alcohol-free options to enjoy with the game during the week”.

Domino’s creates 6,000 jobs

Domino's PizzaDomino’s is creating 6,000 new roles ahead of the crucial Christmas trading period.

The pizza takeaway company is hiring 5,000 new employees, as well as 1,000 placements under the government’s Kickstart scheme to help young people get jobs after Covid-19.

Among the 5,000 new roles, Domino’s will hire pizza chefs, customer service colleagues and delivery drivers. The positions are on top of the 6,000 new jobs created since the beginning of the Covid-19 pandemic.

The Kickstarter scheme, which is paid in line with current store pay levels, will offer young people on the job training with the opportunity to apply for a permanent role at the end of the six-month placement.

The move comes amid a huge job losses for retailers and hospitality firms, and will help Domino’s gear up for the busy festive period.

Domino’s chief executive Dominic Paul says: “It was a privilege to keep our stores open during Covid-19 and to now be in a position to offer thousands more people the opportunity to become a Domino’s team member.”

READ MORE: Domino’s Pizza to create 5,000 new jobs across the UK 

Vodafone paints London red

Vodafone is painting the town red by branding some of the London’s iconic Routemaster buses with a technical twist.

For the first time, the digital roadside panels will recognise when the branded buses are within two minutes of a scheduled stop and, as the bus approaches, the screens will turn red displaying Vodafone advertising across every screen in a 200m radius.

The campaign, created by Ogilvy, is supported by a London-wide print OOH campaign, which includes iconic locations such as the BFI IMAX cinema at Waterloo and the signs at Piccadilly Circus.

Monday, 14 September

TikTokTikTok rejects Microsoft takeover bid

TikTok has rejected Microsoft’s bid to buy its US operations, leaving the field open for a last-minute offer from American software company Oracle.

Donald Trump had given Chinese firm ByteDance until 15 September to either sell TikTok’s US arm or shut down, after the US president claimed the app was a threat to national security.

The Microsoft bid had looked promising, until the tech giant announced yesterday that the potential deal had been rejected: “We are confident our proposal would have been good for TikTok’s users, while protecting national security interests. We look forward to seeing how the service evolves in these important areas.”

According to The Wall Street Journal and Reuters, Oracle has “won the bidding war”, with earlier reports suggesting the cloud computing company was considering buying TikTok’s businesses in the US, Canada, Australia and New Zealand alongside several investment firms. The US president had suggested Oracle, the chairman of which is an active Trump supporter, would be “a great company” to acquire TikTok in the US.

READ MORE: TikTok rejects Microsoft bid at eleventh hour

Arcadia forced to apologise amid redundancy U-turn

Topshop-Oxford-StArcadia has been forced to apologise amid claims it planned to pay head office staff who had been made redundant just 50% of their notice pay.

The retail group, which includes Topshop, Topman and Dorothy Perkins, said it was “extremely sorry” and confirmed all affected employees would receive full compensation.

Arcadia admitted the policy had initially intended for employees working their notice on furlough to receive their furlough pay instead of their full pay.

“We got this decision wrong and the board has today amended this policy to ensure all affected employees will receive their full pay,” the retail group added in a statement. “We are extremely sorry to all those individuals [affected] for the distress that we have caused and apologise unreservedly.”

The company is in the process of making up to 500 head office staff redundant as a result of the pandemic, although the retail giant already began cutting jobs in 2019, including 170 at head office and 1,000 on the shopfloor, as part of a rescue plan intended to avoid collapse.

READ MORE: Sir Philip Green’s Arcadia ‘sorry’ after notice pay row

Waitrose in line to buy Mindful Chef

Waitrose is reportedly in talks to buy online meal delivery startup Mindful Chef.

Sky News reports that the supermarket chain is among a number of parties, including Nestlé, interested in acquiring the subscription food box business, which is expecting full-year sales to more than treble to £50m in 2020.

In a statement, Mindful Chef said its direct-to-consumer business has reported an “unprecedented increase in sales since the coronavirus outbreak”, including a 452% spike in new recipe box customers and a 387% increase in frozen meal sales. The company confirmed that the lockdown sales growth had sparked a “great deal of interest” in the business.

Suggestions are that the acquisition of Mindful Chef could cost between £35m and £50m. Speaking in July, chairman of the John Lewis Partnership, Sharon White, acknowledged that shoppers are spending more money on delivery services, adding that the company sees “significant scope” for growth in this area and is “actively exploring early opportunities”.

Waitrose is already experimenting with new options for food delivery, having announced in August a partnership with Deliveroo to deliver more than 500 products to customers in 30 minutes ahead of the end of its partnership with Ocado, which concluded on 1 September.

READ MORE: Waitrose eyes recipe box mania with bid to buy Mindful Chef

TUI UK CMO earns global remit

TUITUI UK marketing boss Katie McAlister has been given an expanded remit encompassing global brand strategy at the travel brand.

Continuing as CMO for the UK, Ireland and the Nordic markets, McAlister will also be responsible for delivering an integrated digital product and marketing strategy across the entire group.

“Over the last two years we’ve been moving towards a globally aligned brand strategy. My job is to consolidate and deepen our global brand set-up and ensure we have a strategy and creative platform that is relevant for all TUI customers in all markets,” explains McAlister.

“The importance of brand behaviour and marketing becomes heightened in times of uncertainty and we really recognised that. We continue to advertise during the pandemic to provide inspiration and give people something to look forward to. We’re now looking forward to the next phase of our brand story and it’s the perfect time to be applying fresh thinking and applying a global lens.”

Work is already underway to define a “unifying brand purpose” across the group and TUI is now on the lookout for a creative agency to work with at a global level. Director of brand and content, Toby Horry, is leading the pitch process which will involve several agencies, including current incumbent VMLY&R. Pitches will be held this autumn, with the successful agency being appointed by the end of the year.

Jo Malone admits cutting John Boyega from Chinese ad was a ‘misstep’

Perfume brand Jo Malone has admitted reshooting a Chinese advert without British actor John Boyega was a “misstep”.

Launched last year the original campaign, ‘A London Gent’, was conceived by brand ambassador Boyega and featured the Star Wars actor walking around Peckham, dancing with friends and hanging out with his family.

However, when the advert appeared in the Chinese market Boyega had been replaced with actor Liu Haoran and the original multicultural cast had been switched out for a new version featuring no black actors.

In a statement to the Hollywood Reporter, Jo Malone said: “We deeply apologise for what on our end was a mistake in the local execution of the John Boyega campaign. John is a tremendous artist with great personal vision and direction. The concept for the film was based on John’s personal experiences and should not have been replicated.”

The perfume company claims it took “immediate” action and removed the local Chinese campaign, recognising offence had been caused. Jo Malone says it is taking this “misstep very seriously” and working as a brand “to do better moving forward.”

READ MORE: Jo Malone apologises to John Boyega for cutting him out of Chinese ad

Lululemon slammed for promoting ‘resist capitalism’ event

Canadian sportswear company Lululemon has been criticised for promoting a yoga workshop offering participants the chance to “resist capitalism”, despite making a net revenue of $902.9m (£705m) during the second quarter of 2020.

The workshop, to be hosted by Lululemon brand ambassador Rebby Kern, was billed as a chance to learn more about the gender constructs which have informed culture worldwide and explore the ways “violent colonialism has erased these histories to enforce consumerism”.

The company, which is valued at $45bn (£35bn) and sells yoga pants for £118, was accused by some Twitter users of hypocrisy, with a number suggesting the company only exists “because of capitalism”.

During the second quarter Lululemon made a gross profit of $489.5m (£382m) and netted $554.3m (£433m) in ‘direct to consumer’ revenue, up 155% compared to the same period last year as the company benefitted from the shift to casual clothing for working at home.

Last year, the Guardian also revealed the brand had sourced some clothing from a factory where Bangladeshi female factory workers claim they were beaten and physically assaulted. Lululemon ordered an investigation and confirmed no orders were currently planned from the factory in question.

READ MORE: Billion-dollar Lululemon under fire for promoting ‘resist capitalism’ event

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