Lulus Opens Doors to First Retail Store in the Heart of Melrose Avenue
November 30 2023 - 6:00AM
Business Wire
Brand expands footprint, bringing its must-have
styles to life in all new retail concept in Los Angeles
Lulu's Fashion Lounge Holdings, Inc. (“Lulus” or the “Company”)
(Nasdaq: LVLU), the attainable luxury brand for women, today
announced the opening of its new retail location in Los Angeles,
California, marking a significant milestone in the brand’s 25+ year
journey. Located on a heavily trafficked strip of Melrose Avenue,
the brand’s new 6,000 square foot location is meticulously designed
to represent the Lulus experience and capture the essence of the
Lulus brand.
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Lulus on Melrose (Los Angeles, CA)
(Photo: Business Wire)
Designed to tell a story, each floor delivers an elevated
shopping experience, where new discoveries are made at every step.
The new storefront features a highly curated selection of Lulus’
must-have separates, dresses, accessories and going out looks. The
store selection will be refreshed weekly, giving in-store shoppers
a first look at what’s new at Lulus. The launch of the Melrose
store location is a follow up to the success of the previous pop-up
experience in Los Angeles, which has emerged as a business hub for
the brand.
“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
Crystal Landsem, CEO of Lulus. “Shoppers want to touch and feel and
immerse themselves in brands and our new storefront delivers this
in spades. 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.”
With Love, from Los Angeles
Set against a backdrop of LA’s eclectic fashion hub, the store
features dramatic, curved display fixtures, layered textures,
mosaic patterns and pops of neon and brushed silver. The store’s
aesthetic elicits a social environment, with several Instagrammable
vignettes unique to Lulus. The exterior of the store offers
additional backdrops for social conversation with a custom
billboard spotlighting Lulus campaign messaging. LA’s dynamic and
ever-evolving fashion scene aligns with Lulus’ commitment to
staying at the forefront of style and innovation. The store will
not only serve as a retail space but also as a hub for creativity
and inspiration, where customers can connect with the heart of
Lulus. In early 2024, the Melrose location will also be home to the
brand’s first appointment-only bridal boutique, which will give
future brides and bridal parties alike an opportunity to experience
Lulus’ accessibly-priced bridal and bridesmaids gowns in a
beautifully curated setting. More details to be announced
later.
“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,” furthered Landsem. “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 first Lulus store opened in Northern California in 1996 and
by 2008, the brand shifted to solely digital distribution. The
opening of the new store marks a significant milestone in Lulus’
evolution and is a direct response to consumers’ desire for a
physical retail presence. In addition to the Melrose store, Lulus
has expanded its retail footprint through curated collections in
numerous fashion boutiques and department stores across the
country. Lulus’ retail presence in Los Angeles builds on the
connection the brand has built with its online and boutique
communities, enabling the brand to connect with both new and
existing shoppers in a completely new and inspired shopping
experience.
Open for Business
Lulus’ Melrose store is located at 8303 Melrose Ave., Los
Angeles, CA 90069, and officially opens to customers on December 1,
2023. It will be followed by themed influencer nights, as well as
private shopping events for customers to enjoy.
For more information on Lulus, please visit: www.lulus.com
About Lulus
Headquartered in California and serving millions of customers
worldwide, Lulus is an attainable luxury fashion brand for women,
offering modern, unapologetically feminine designs at accessible
prices for all of life’s fashionable moments. Our aim is to make
every woman feel beautiful, celebrated and as if she’s the most
special version of herself for every occasion – from work desk to
dream date or cozied up on the couch to the spotlight of her
wedding day. Founded in 1996, Lulus delivers fresh styles to
consumers daily, using direct consumer feedback and insights to
refine product offerings and elevate the customer experience.
Lulus’ world class personal stylists, bridal concierge, and
customer care team share an unwavering commitment to elevating
style and quality and bring exceptional customer service and
personalized shopping to customers around the world. Follow @lulus
on Instagram and @lulus on TikTok. Lulus is a registered trademark
of Lulu’s Fashion Lounge, LLC. All rights reserved.
Forward-Looking Statements
This press release contains “forward-looking statements” within
the Private Securities Litigation Reform Act of 1995. All
statements other than statements of historical or current fact
included in this press release are forward-looking statements.
These statements are neither promises nor guarantees, but involve
known and unknown risks, uncertainties and other important factors
that may cause Lulus’ actual results, performance or achievements
to be materially different from any future results, performance or
achievements expressed or implied by the forward-looking
statements. Important factors discussed under the caption “Risk
Factors” in Lulus’ Annual Report on Form 10-K for the fiscal year
ended January 1, 2023, and its other filings with the Securities
and Exchange Commission could cause actual results to differ
materially from those indicated by the forward-looking statements
made in this press release. Any such forward-looking statements
represent management’s estimates as of the date of this press
release. While Lulus may elect to update such forward-looking
statements at some point in the future, it disclaims any obligation
to do so, except as required by law, even if subsequent events
cause its views to change.
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version on businesswire.com: https://www.businesswire.com/news/home/20231130647870/en/
Abbygail Reyes Vice President, Communications
press@lulus.com
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