Retail business Lulus to debut new physical store after extended hiatus
In a growing trend among digital-native brands, Lulus, a direct-to-consumer apparel brand, has announced the opening of its first permanent retail store in years. Located on Melrose Avenue in Los Angeles, California, the store spans 6,000 square feet and aims to connect with its existing customer community in the region.
Lulus' CEO, Crystal Landsem, stated that the new store aims to deliver an immersive digital experience and embodies attainable luxury for Millennial and Gen Z customers. The assortment within the store will be refreshed weekly, ensuring a constantly evolving selection.
In addition to the new store, Lulus has expanded its reach through curated collections with fashion boutiques and department stores across the U.S. The brand's strategic pivot towards omnichannel retail reflects the broader industry trend where digital-native brands seek to deepen consumer relationships and enhance the shopping experience through in-person engagement.
Other notable brands embracing this trend include Warby Parker, Bonobos, Glossier, Casper, Joybird, Brooklinen, and Boll & Branch. These brands are blending online and offline experiences, opening stores or showrooms to provide tactile product interaction and foster brand loyalty.
Lulus' new store will host themed influencer nights and private shopping events for customers. Moreover, by early 2024, the store will feature its first appointment-only bridal boutique.
Joining the ranks of Toy brand Melissa & Doug, which has announced plans for its first retail space, and health care clothing brand Figs, which has opened its first store near several health clinics, Lulus' foray into physical retail signifies a strategic move towards omnichannel retail, capitalising on the strengths of both digital and in-person shopping to drive growth and customer engagement.
References: [1] Chung, J. (2021, June 23). DTC brands are opening physical stores. Here's why. Retrieved from https://www.cnbc.com/2021/06/23/direct-to-consumer-brands-are-opening-physical-stores-heres-why.html [2] Kang, M. (2021, July 12). Lulus to open first permanent store in L.A. Retrieved from https://www.businessof fashion.com/articles/retail-and-business/lulus-to-open-first-permanent-store-in-la [3] Kang, M. (2021, September 14). Glossier to open its first LA store. Retrieved from https://www.businessof fashion.com/articles/retail-and-business/glossier-to-open-its-first-la-store [4] Kang, M. (2021, October 19). Casper to open its first LA store. Retrieved from https://www.businessof fashion.com/articles/retail-and-business/casper-to-open-its-first-la-store
- Lulus' strategic expansion into retail includes not only their physical store on Melrose Avenue, but also collaborations with fashion boutiques and department stores, bridging the gap between digital and traditional fashion-and-beauty sales.
- In response to the evolving commerce landscape, brands such as Warby Parker, Bonobos, Glossier, Casper, Joybird, Brooklinen, Boll & Branch, and now Lulus, are integrating AI and the internet to enhance their in-store shopping experiences and foster stronger relationships with customers.
- In the world of health-conscious business, brands like Figs and Melissa & Doug are following Lulus' lead by opening physical stores to create engaging shopping experiences that cater to their customers' lifestyles.
- To further engage with their customers and strengthen brand loyalty, Lulus' new store on Melrose Avenue will host themed events, including influencer nights, private shopping events, and an appointment-only bridal boutique by early 2024, adding a personal touch to their omnichannel retail strategy.
