Lulus Returns to Brick-and-Mortar

Lulus Fashion Lounge Holdings Inc. (Chico, Calif.) has returned to physical retail in Los Angeles. Located on Melrose Avenue, the brand’s new, 6000 square foot store comes on the heels of a successful run by a pop-up experience in that city, the company said in a news release.

The move marks the brand’s return to brick-and-mortar; the first Lulus store opened in Northern California in 1996, but in 2008, the brand shifted to solely digital.

“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 CEO Crystal Landsem. “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.”

To help attract that clientele, the store’s exterior features a custom billboard spotlighting Lulus’ campaign messaging, while its interior houses curved display fixtures, layered textures, mosaic patterns and pops of neon and brushed silver.

In early 2024, the Melrose location will also become home to the brand’s first appointment-only bridal boutique.