Lulus returns to brick-and-mortar with a new permanent LA store

Lulus, a Californian fashion brand known for its affordable luxury items, is making its return in retail in a big way. Revitalizing its retail strategy, the brand is opening its first store in 15 years this Friday - a 6,000 square foot store located at 8303 Melrose Avenue, in Los Angeles.

A significant shift from its previously digital-only presence, the move comes after Lulu's Fashion Lounge Holdings was hit by the recession in 2008 and shuttered all its stores. The new store is situated in a prime location, with neighboring stores from the likes of Vivienne Westwood, Reformation and Paul Smith.

The culmination of many years of development, the Melrose Ave store will not only showcase new merchandise, but will also serve as a testing ground for gauging consumer interest in potential online products. Spanning two floors, Lulus store includes one floor dedicated to new arrivals and another for special activations and themed collections. Meticulously curated, the store's offering will be refreshed weekly, as each floor is designed to offer an "elevated shopping experience."

Lulus opens new store on Melrose Avenue

The launch of the new store builds on the success of the brand's previous pop-up store on Melrose Ave in 2019, which drew in close to 7,000 visitors over a six-day period. CEO of Lulus Crystal Landsem revealed to Modern Retail that the store opening was also a direct response to consumers’ feedback to shop at a physical retail presence.

“As a brand that prides itself on listening to our customers to bring them what they want, now is the perfect time in our business trajectory to bring the Lulus digital experience to life,” said Landsem in a statement. “Shoppers want to touch and feel and immerse themselves in brands and our new storefront delivers this in spades."

The new store features a bright and welcoming interior, with curved display fixtures, mosaic patterns and pops of brushed silver and neon throughout. Designed to cater to Lulus's target audience of university educated women between 25 and 35, the store's concept includes several Instagrammable vignettes.

The ground floor is an eclectic mix of shoes, accessories, essential separates, dresses, and trendy going-out attire. Upstairs, the second floor is dedicated to holiday dresses and, in the next coming year, will also feature the brand's exclusive bridal boutique, accessible by appointment only. The upper level is also designated for special events, including influencer meet-ups and focus group gatherings.

“Our decision to open our first retail store in Los Angeles holds profound significance for our brand – by opening up this retail location, we are testing and learning as we expand the reach of our brand,” added Landsem in the statement. “More importantly, we’re attracting new customers, enabling them to experience luxury fashion that’s attainable, and bringing them in as lifelong fans to the Lulus community.”

The store's exterior, featuring a custom billboard, is also designed to enhance social engagement with the brand's clientele and offers prominent displays of Lulus' campaign messages. Beyond retail, the brand hopes that the new location will serve as a creative and inspirational epicenter, fostering deep customer connections with the essence of Lulus.

"Everything from the details of the location, to the craftsmanship and quality of our offerings, to price points that embody attainable luxury, Lulus’ new store is destined to become the location that Millennial and Gen Z customers feel really gets them and can’t wait to visit again and again,” concluded Landsem.

Using the new store as a location to test and agile react to customer demands, the retail hub may also pave the way for an expansion strategy and see Lulus open additional stores in major cities along the East and West Coasts where the brand remains popular.

Originally launching as a vintage shop in the 1990s, Lulus has undergone several evolutions over the years. After moving the business solely online in 2008, the brand held its first investment funding round in 2014, which was initiated by Abacus Finance Group, Monroe Capital. Later that year Lulus also received further investment from H.I.G. Growth Partners.

Propelled by an influx of capital from various private equity sources, Lulus experienced swift growth. This included a substantial 120 million US dollar infusion in 2018 from the venture capital firm IVP, along with contributions from the Canada Pension Plan Investment Board, a notable investment management entity. In 2021 Lulus underwent another significant milestone when it transitioned from a private to a public company, securing 92 million US dollars with its IPO.

In addition to the opening of the Melrose store, Lulus has strengthened its retail presence across the nation, offering curated collections in select fashion boutiques and department stores.