Lululemon is growing beyond the women's yoga pants that made it famous as competition heats up

Facebook/Lululemon

Lululemon's bread and butter has long been women's yoga pants and workout clothing.

• Lululemon's bread and butter has long been women's yoga pants and workout clothing, but increasingly it is diversifying into new categories as competition in the market heats up.
• This includes a push into men's wear, self-care, and an Amazon Prime-style membership program.
• The company reported strong fourth-quarter and full-year earnings for 2018 after market close on Wednesday, sending its share price soaring.

Lululemon's bread and butter has long been women's yoga pants and workout clothing, but increasingly it is diversifying into new categories as competition in the athletic wear market heats up.

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And it seems to be paying off. The company reported strong fourth-quarter and full-year earnings for 2018 after market close on Wednesday, sending its share price soaring. After adjusting for currency fluctuations, same-store sales were up 17% for the year, making it one of the company's strongest years to date, CEO Calvin McDonald said in a call with investors on Wednesday afternoon.

Analyst Neil Saunders from GlobalData Retail described the company as one of the "brightest stars in the retail sector," in a note to clients on Wednesday.

Here's how it is staying ahead of the pack: