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Jennifer Braun Published
December 1, 2025
Lulus has opened a new retail location on Melrose Avenue in Los Angeles, California.
The 6,000-square-foot flagship store is designed to capture the essence of the brand's identity. Each floor narrates an elevated shopping journey and houses a selection of separates, dresses, accessories, and going out looks, with the store's inventory refreshed weekly.
The store's design reflects the eclectic fashion hub of Los Angeles, featuring dramatic, curved display fixtures, layered textures, mosaic patterns, and eye-catching pops of neon and brushed silver. The interior creates a social environment with Instagrammable vignettes unique to Lulus, while the exterior adds to the social conversation with a custom billboard spotlighting Lulus' campaign messaging.
In addition to serving as a retail space, the Melrose location will transform into a hub for creativity and inspiration. In particular, in early 2025, the store will house Lulus' first appointment-only bridal boutique, offering a curated setting for brides and bridal parties to explore the brand's accessibly-priced bridal and bridesmaids gowns.
“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. 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.”
The first Lulus store opened in Northern California in 1996 and by 2008, the brand shifted to solely digital. The launch of the Melrose store follows the success of Lulus' previous pop-up experience in Los Angeles, solidifying the city's status as a business hub for the brand.
”Our decision to open our first retail store in Los Angeles holds profound significance for our brand. By opening up this retail location, we are testing and learning as we expand the reach of our brand," Landsem added. "More importantly, we're attracting new customers, enabling them to experience luxury fashion that's attainable and bringing them in as lifelong fans to the Lulus community."