Dive Brief:
- Following its pop-up activation in the area, Fashion brand Lulus on Friday will open a new retail store in Los Angeles, California, according to a company press release.
- Lulus’ 6,000-square-foot space on Melrose Avenue marks the brand’s first permanent retail store in years. The company opened its first store in 1996 before shifting to a digital distribution model by 2008.
- The brand’s new location features multiple floors and will have its assortment refreshed weekly. Additionally, the store will feature Lulus’ first appointment-only bridal boutique by early 2024.
Dive Insight:
Lulus new store aims to connect with its existing customer community in the Los Angeles region.
“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,” Crystal Landsem, CEO of Lulus, said in a statement. “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.”
The brand has also expanded its reach through curated collections with fashion boutiques and department stores across the U.S. Its new store will host themed influencer nights and private shopping events for customers.
Lulus joins several brands that have embarked on owned retail strategies.
Over the past month, direct-to-consumer apparel brand Madhappy opened its first store in California and menswear company True Classic debuted its brick-and-mortar location in Houston, Texas. Health care clothing brand Figs also opened its first store located near several health clinics in November. Toy brand Melissa & Doug debuted plans for its first 1,600-square-foot retail space in September, about a month after toy company Radio Flyer announced it would open its first location.
