Fashion brand Lulus has opened its first bridal boutique in Los Angeles, creating an experience designed to support brides throughout their entire experience — from engagement to honeymoon.
The boutique, which opened Feb. 1, 2024, is in a specially designed space on the upper level of the Lulus on Melrose retail store, offering a curated selection of bridal gowns, bridesmaids’ dresses, bridal accessories and shoes. The store also has a “Party Shop” where customers can browse festive bachelorette and wedding guest merchandise.
Brides can pre-book a “Styling Session” online to experience Lulus’ bridal concierge service when they visit the store. During an appointment, customers work directly with a bridal stylist who will guide them through a white-glove experience including sizing, fabrics, styling suggestions and special orders. Although the bridal boutique has a condensed assortment compared to Lulus’ online selection, at launch three all-new bridal gowns will be available first exclusively at Lulus on Melrose. If brides find their perfect gowns in-store, they can take them home on the same day. If brides need to order their gowns online, they will receive them in a fraction of the typical delivery time frame.
“We know how important someone’s wedding day is to them and we’ve created an experience that invites brides and wedding parties to see firsthand the elegant construction and premium finishes of each of Lulus’ fashionable yet attainably priced gowns,” said Crystal Landsem, CEO of Lulus in a statement. “Our aim is to make every woman feel beautiful, celebrated and as if she’s the most special version of herself for every momentous occasion, especially her wedding. At Lulus, brides won’t have to compromise — attaining that luxurious look without breaking their budgets isn’t a dream, it’s a reality.”
Designed for Celebration
The Lulus bridal boutique is designed to inspire celebration. Featuring social-ready vignettes, the space is adorned with fabric draping, pearl adornments and sumptuous velvet tufts. The focal point of the bridal boutique is a 3D seashell-inspired photo backdrop designed by artist and set designer Romain Goudinoux, creating an Instagrammable photo moment for brides.
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To celebrate the opening of the bridal boutique, Lulus is hosting an open house bridal event on Saturday, Feb. 10, 2024. The first 100 brides who visit the bridal boutique will receive a free Lulus’ wedding dress, with select styles available, and an instant mani kit from Olive & June’s new wedding collection. Throughout the day, shoppers also will get to enjoy food, beverages and on-site hair and nail activations.
