Who owns lulus

As styles prove popular, more in the category are added, until there are enough to warrant promotion and a dedicated section on the site. In anticipation of rounding out the bridal offerings, Lulus introduced a Bridal Concierge feature on the site late last year, granting complimentary perks to brides-to-be, including sessions with fit experts and stylists, discounts in bridesmaid dresses and the opportunity to put potential dress picks on hold.

An Instagram account, lulusweddings, was launched in June. Aided by promotion on its core Instagram account, it has more than 18, followers. At launch, Lulus teamed with wedding planning site Style Me Pretty for an Instagram-based contest, requiring entrants to follow both brands and also tag them in an engagement photo to win a Lulus shopping spree. Throughout January, the company will share a variety of new video and imagery featuring wedding styles across social channels.

It will also feature regular, related posts on its blog, on everything from the ultimate wedding-prep calendar to wedding makeup tutorials. Each will be shared on Pinterest. She noted the company goes light on performance marketing, in favor of producing content likely to go viral and paring organic leads with Google product listing ads.

Additional bridal styles will roll out in April and August. They eventually evolved the concept and opened several stores near their home base of Chico, California, using MySpace to build awareness and taking orders by phone. They launched an e-commerce site in and sold their stores three years later. More than 85 percent of the website is Lulus-branded clothes, though it sells other brands like Free People. Lulus has also begun to sell its clothes in Nordstrom stores. A large part of the brand's success has rested on its social media prowess, fostering a loyal shopper base frequently reminded of the brand's prevalence.

With its new funds, Lulus plans to support growth initiatives like building out its East Coast fulfillment center, going into new categories like shoes, and increasing its headcount. It has no short-term plans for brick-and-mortar stores, but the company isn't ruling that out. Lulus has "been built on a foundation of profitability," said Winter. Some of these influencers receive financial incentives to promote the brand, while others are given free products.

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