The young women’s fashion label Lulus has returned to brick-and-mortar retail after closing its stores some 15 years ago.
The brand has unveiled a two-level, 6,000sq 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.
