One of the greatest things about living in Springfield, Missouri is the balance it strikes between small town charm and big city growth. The people are genuine, nature is easily accessible, and we are certainly on the precipice of some economic development.
When a major retailer like yoga and athletic clothing brand lululemon decides to plant roots in a new city, it isn’t a decision that is made lightly. “There are metrics and demographics that we target, and Springfield happened to meet those in terms of annual household income, population and culture,” says Annie Ratliff Brandt, store manager of the newly opened Springfield location of lululemon. Beyond the market research, Brandt knew from her time working in the Rogers, Arkansas, store that Springfield would be an ideal growth opportunity.
“Because I had seen so many Springfield guests in our Rogers locations, I was like, ‘Springfield, you have to have a place in Springfield.’” Brandt says. She adds that anytime a lululemon store goes into a city or town, more business follows. “The other part of that is that it brings more people to Springfield,” she says. “They’ll come to go to lululemon, and then they’ll go out to eat or they’ll go shopping at other places, so it’s really good from a communal standpoint as well as an economic standpoint.”