Lulus’ foray into physical retail with its new Melrose Avenue store in Los Angeles signifies a strategic
move in response to evolving consumer preferences. Crystal Landsem, the CEO of Lulus, underscores the significance of this venture as a testing ground for the brand’s expansion, emphasizing the role of the store in attracting and engaging new customers.
The 6,000 square foot location is not merely a retail space; it’s a carefully curated environment designed to embody the essence of Lulus. Each floor tells a story, providing an immersive shopping experience where customers can discover new items with every step. The commitment to freshness is evident in the weekly refresh of the store’s selection, ensuring that in-store shoppers are always greeted with the latest must-have styles.
The decision to open a physical store also aligns with Lulus’ dedication to listening to its customers. Crystal Landsem notes that now, more than ever, is the opportune moment to bring the digital experience to life. The tangible nature of in-store shopping allows customers to touch, feel, and connect with the brand in ways that go beyond the online realm.
As the store is situated in the heart of LA’s fashion hub, it’s not just a retail space but a creative hub. The design, featuring dramatic displays, layered textures, and Instagrammable vignettes, aims to create a social environment where customers can connect with the heart of Lulus. The exterior, adorned with a custom billboard, extends the conversation to social media platforms.
Looking ahead, the Melrose location is set to house Lulus’ first appointment-only bridal boutique in early This expansion into bridal wear presents an exciting opportunity for future brides and bridal
parties to experience Lulus’ accessible yet luxurious offerings in a thoughtfully curated setting.
Overall, the Melrose store opening marks a pivotal moment in Lulus’ journey. Originating in 1996, with a
shift to solely digital distribution in 2008, this physical retail presence signifies a return to the roots while embracing the brand’s evolution. Beyond Melrose, Lulus has already expanded its retail footprint
through curated collections in various boutiques and department stores nationwide.
The official opening on December 1, 2023, is not just about unlocking the doors to a new store; it’s an
invitation to a community. Themed influencer nights and private shopping events will follow, fostering
an environment where customers can not only shop but also engage with the brand on a deeper level.
