Fashion brand Lulus returns to brick-and-mortar with sleek LA store

Lulus has returned to brick-and-mortar after closing its stores some 15 years ago.

The young women’s fashion label has unveiled a two-level, 6,000-sq.-ft. store in the heart of Melrose Avenue in Los Angeles. The opening is a follow up to the success of the previous pop-up experience in Los Angeles, which has emerged as a business hub for Lulus, the company said.

The opening marks a milestone in the brand’s evolution. The first Lulus store debuted in Northern California in 1996, but by 2008, the brand had shifted to solely digital distribution. 

“The opening of the new store marks a significant milestone in Lulus’ evolution and is a direct response to consumers’ desire for a physical retail presence,” the company said.

The new outpost features  a curated selection of Lulus’ must-have separates, dresses, accessories and going out-looks. The selection will be refreshed weekly, giving in-store shoppers a first look at what’s new. With an average retail price between $50 and $60, Lulus bills itself as an attainable luxury fashion brand.  

The store has a sleek modern look, with dramatic, curved display fixtures, layered textures, mosaic patterns and pops of neon and brushed silver. The aesthetic is meant to reference a social environment, complete with several "Instagrammable" vignettes. The exterior boasts a custom billboard spotlighting Lulus campaign messaging. 

 In early 2024, the Melrose location will also be home to the brand’s first appointment-only bridal boutique, which will feature Lulus’ accessibly-priced bridal and bridesmaids gowns in a beautifully curated setting, according to the company.

“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 Crystal Landsem, CEO of Lulus. “Shoppers want to touch and feel and immerse themselves in brands and our new storefront delivers this in spades. 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.”

In addition to the Melrose store, Lulus has expanded its retail footprint through curated collections in numerous fashion boutiques and department stores across the country. 

Founded in 1996, Lulus delivers new styles to consumers daily, using direct consumer feedback and insights to refine product offerings and elevate the customer experience.