by After more than a decade online, the LA-based home decor favorite joins brands like Castlery and Sundays in an expansion into physical retail
WEST HOLLYWOOD, Calif. — Thus far, 2026 has been a banner year for e-commerce and direct-to-consumer companies expanding into physical retail. Companies like Avocado, Gantri, Povison, Sundays, Castlery and even Meta are embracing showrooms and flagship locations as places to connect with consumers offline. Rather than relying solely on online or physical presences, companies are increasingly turning to a mix of both, with each channel funneling consumers to the other.
Now, Los Angeles-based furniture and home decor company Lulu and Georgia is the latest to make the transition. Founded in 2012 as an online brand, the company’s cultural and commercial presence has grown significantly since then.
According to the company, its new showroom space in West Hollywood marks an evolution for the brand, serving as a physical extension of Lulu and Georgia’s design perspective. A statement from Lulu and Georgia read: “The move into retail reflects the brand’s continued growth strategy, providing a tactile, in-person complement to its robust e-commerce platform while meeting growing demand for hands-on discovery and real-time design support.”
Visitors enter the showroom through a courtyard with a mural by the company’s longtime collaborator, designer Sarah Sherman Samuel. Once inside, a skylit entryway and custom mosaic tile flooring lead into an expansive interior that unfolds via a series of curated spaces designed in partnership with Los Angeles-based architect and designer Kevin Klein. The spaces are meant to emulate the feeling of a home, rather than a showroom, with carefully considered vignettes that feel like a living room, for example.
“After more than a decade as a digitally native brand, this showroom is a major milestone for us,” Sara Sugarman, founder and CEO of Lulu and Georgia, said in a statement.
“We’ve heard a growing desire from our community to engage with our world in person, to feel materials, understand scale, and receive real-time guidance from experts they trust,” Sugarman added. “As an Angeleno and LA-based brand, opening this space here feels especially meaningful. It keeps us rooted in Los Angeles while holding personal meaning in the neighborhood where my family’s business once stood, creating a full-circle connection to the design world we’ve long been part of.”
The showroom also has a curated library of swatches and materials guests can explore and take home. Guests can book complimentary design consultations with in-house experts, including floor plans, color palettes and material selections for homeowners and trade professionals. Beyond retail, the showroom is also intended to serve as a hub for the design community with product launch events and programming with designer-led panels, parties and brand collaborations.
Lulu and Georgia’s showroom is located at 8735 Melrose Ave. in West Hollywood. It is open Monday through Saturday from 10 a.m. to 6 p.m. and on Sundays from 11 a.m. to 5 p.m.
