The luxury women's brand that offers attainable fashion, Lulu's has announced the opening of a new retail location in Los Angeles, California. The store is a significant milestone in the brand's 25-year journey and is designed to provide an immersive shopping experience for customers. The new location is on Melrose Avenue, a bustling street in LA, and boasts 6,000 square feet of space, designed to capture the essence of the Lulu's brand.
Each floor tells a story and provides a unique shopping experience, where customers can make new discoveries at every step. The storefront features a carefully curated selection of Lulu's must-have separates, dresses, accessories, and going-out looks. The store selection is refreshed weekly, giving in-store shoppers a first look at what's new at Lulu's. The new store follows the success of Lulu's previous pop-up experience in LA, which has become a business hub for the brand.
According to Lulu's CEO Crystal Landsem, "Shoppers want to touch and feel and immerse themselves in brands, and our new storefront delivers this in spades." The store features a social environment with Instagrammable vignettes unique to Lulu's, curved display fixtures, layered textures, mosaic patterns, and pops of neon and brushed silver. The exterior of the store offers additional backdrops for social conversation with a custom billboard spotlighting Lulu's campaign messaging.
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LA's dynamic and ever-evolving fashion scene aligns with Lulu's 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 Lulu's. 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 Lulu's accessibly-priced bridal and bridesmaids gowns in a beautifully curated setting.
"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," said 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 Lulu's community."
The first Lulu's 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 Lulu's evolution and is a direct response to consumers' desire for a physical retail presence. In addition to the Melrose store, Lulu's has expanded its retail footprint through curated collections in numerous fashion boutiques and department stores across the country.
Lulu's Melrose store is located at 8303 Melrose Ave., Los Angeles, CA 90069, and officially opens to customers on December 1, 2023. The store opening will be followed by themed influencer nights and private shopping events for customers to enjoy. Lulu's is committed to providing an elevated shopping experience for all its customers and is excited to welcome new and existing shoppers to its new store. For more information on Lulu's, please visit www.lulus.com.
