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Lulus opens flagship store in Los Angeles



The 6,000-square-foot outlet is the brand's first full-size store in years.
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Fashion brand Lulus is opening a new store in Los Angeles, California. The 6,000-square-foot outlet is the brand's first full-size store in years.

Lulus opened its first store in Northern California in 1996, and has been fully transitioning to digital sales since 2008. The decision to launch a physical store followed the success of a pop-up store in Los Angeles.

Connecting with an existing community of buyers

The company said the store's assortment will be updated weekly. Lulus will also open its first wedding boutique, Lulus, in the space by 2024. The main goal of the new retail space is said to be to connect with the existing community of shoppers in Los Angeles. The store will host theme nights with influencers and private shopping events for shoppers.

“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,” Crystal Landsem, CEO of Lulus, said in a statement.

Retail for millennials and gen Z

"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."

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Romantic and rustic, the store features a classic Italian-inspired exterior, adorned with crimson colors.
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