Key Takeaway
Lululemon (LULU) says the removal of the de minimis exemption will hit its gross margin harder than tariffs, cutting into profits by about $240 million this year.
What Happened
The U.S. officially ended the de minimis exemption on Aug. 29.
This policy allowed small-value packages (under $800) shipped directly to U.S. consumers from abroad to enter duty-free.
Lululemon shipped two-thirds of its U.S. e-commerce orders from Canada, and most qualified under this rule.
Impact on Lululemon
With the exemption gone, Lululemon faces higher import costs on most of its U.S. shipments.
CEO Calvin McDonald said this change — combined with Trump’s new tariffs — forced the company to slash its earnings and revenue outlook.
The estimated $240 million hit highlights how dependent LULU was on the cost-saving loophole.
Why It Matters for Investors
Lululemon has already been struggling with slowing sales momentum.
Margin pressure from higher duties may worsen profitability and slow growth further.
The stock could remain under pressure as management adjusts to the new cost environment.
Bottom Line
The closure of the de minimis loophole removes a key cushion for Lululemon’s U.S. business. With margins squeezed and sales already cooling, investors should expect tougher quarters ahead unless the company finds new efficiencies or passes costs to consumers.
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