Scoop:
- Fashion brand Lulus is set to unveil a brand-spanking-new retail hotspot in the heart of LA, California, starting Friday. As per a company announcement, this marks their first permanent store in many years.
- Their snazzy 6,000-square-foot space on Melrose Avenue will be a game-changer, featuring multiple floors and a weekly refreshed assortment. Moreover, expect their first appointment-only bridal boutique by early 2024.
The Lowdown:
- Lulus' venture is all about connecting with their LA-based customers. Crystal Landsem, the brand's CEO, shared, "We're all about making our digital experience tangible, and this store does just that. The location, aesthetic, offerings, and price points? They all scream Millennial and Gen Z heaven!"
- The brand's reach has been extended through partnerships with fashion boutiques and department stores across the US. Their new store will host themed events, private shopping nights, and influencer gatherings.
Lu's planning to launch a new brick-and-mortar outlet after a long hiatus.
Lulus joins a growing trend of direct-to-consumer brands venturing into physical retail spaces. Over the past month:
- Madhappy made its California debut with its first store.
- True Classic unveiled its brick-and-mortar location in Houston, Texas.
- Figs opened its first retail store near health clinics.
- Melissa & Doug announced plans for a 1,600-square-foot retail space.
- Lastly, toy company Radio Flyer declared its intentions to open its first location (though the details are still sketchy).
While these specific openings might not pop up in your search results, it's clear that direct-to-consumer brands are embracing the retail space, luxury digital experiences, and high-tech strategies like AR are gaining prominence.
- AI in the fashion industry is on the rise, with Lulus employing high-tech strategies like AR to enhance its shopping experience in its newly opened store.
- The 2024 first appointment-only bridal boutique at Lulus' storefront promises to offer a digital-meets- physical wedding experience for Millennials and Gen Z.
- In the finance sector, business ventures such as Lulus' expansion into physical retail spaces indicate a new trend of direct-to-consumer brands competing with traditional retailers.
- Fashion-and-beauty brands like Madhappy, True Classic, Figs, and Melissa & Doug are moving towards opening brick-and-mortar stores, following Lulus' example.
- Toy company Radio Flyer plans to open its first location, joining the growing number of digital brands embracing the retail space.
- Lulus' new store in LA is not just a physical retail outlet, but also a lifestyle destination, with themed events, private shopping nights, and influencer gatherings.
- Connecting with local customers and offering an immersive shopping experience appears to be a big part of Lulus' strategy in the retail industry, exemplified by their first permanent store in LA, California.
