LuLaRoe
LuLaRoe is a US-based multi-level marketing apparel company that designs women's clothing and distributes it exclusively through a network of Independent Fashion Retailers selling via social media, home parties, and pop-up events.
- Company typePrivate
- Founded2012
- HeadquartersCorona, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What LuLaRoe does
LuLaRoe is a privately held, US-based multi-level marketing apparel company founded in 2012 and headquartered in Corona, California. The company designs and distributes women's and children's clothing across more than 500 active SKUs spanning tops, dresses, leggings, skirts, bottoms, denim, bras, jumpsuits, sweaters, sweatshirts, rompers, and seasonal collections, with size inclusivity as a core merchandising principle (sizes ranging from XXS through 3XL plus specialty sizes TC and TC2). Product design emphasizes soft, comfortable fabrics such as brushed DTY, MVS jersey, Lotus jersey, and Scuba blends.
LuLaRoe firmographics
Firmographics- Name
- LuLaRoe
- Legal name
- LuLaRoe
- Website
- https://lularoe.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- LuLaRoe is a US-based multi-level marketing apparel company that designs women's clothing and distributes it exclusively through a network of Independent Fashion Retailers selling via social media, home parties, and pop-up events.
- Ownership category
- akta.pro rank
LuLaRoe industry classification
Industry- Product category
- Women's Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Merchant Wholesalers (424350), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)
- akta.pro secondary industries
- Fashion Apparel Wholesale (Men’s, Women’s, Kids) (CRAOADAA), General Apparel Retail (Specialty & Mass) (CRAAABAA)
Keywords
Where LuLaRoe is headquartered
LocationHeadquarters
- HQ city
- Corona
- HQ country
- United States
- HQ region
- North America
Markets served
LuLaRoe business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Wholesale Apparel Sales: LuLaRoe generates revenue by selling clothing to Independent Fashion Retailers at wholesale prices. Retailers then sell to consumers at retail prices. The company also offers a Leadership Compensation Plan where top-performing retailers can earn additional compensation by building and leading teams of other retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Wholesale to Independent Retailers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
LuLaRoe product offering
Product offeringCore offering
LuLaRoe designs, sources, and sells women's and children's apparel — including signature leggings, tops, dresses, skirts, bras, jumpsuits, sweaters, sweatshirts, denim, and bottoms — through a multi-level marketing (MLM) channel. Independent Fashion Retailers purchase inventory at wholesale prices and resell to consumers through personal boutiques, home parties, pop-ups, and social media. The company also recruits new retailers via its "Start Your Own Boutique" program and operates a Leadership Compensation Plan that pays top performers for building teams of other retailers.
Product overview
LuLaRoe is a direct-to-consumer clothing brand offering a diverse portfolio of women's and children's apparel sold exclusively through Independent Fashion Retailers. The product line includes over 516 products organized across major categories: Tops (111 products), Dresses (64 products), Leggings (47 products), Skirts (35 products), and additional categories including Bras, Jumpsuits, Sweaters, Sweatshirts, Denim, Bottoms, Overlays, Pants, Rompers, Sets, Shorts, Jackets, and Blouses. Key product lines include signature leggings, mesh tops like the Miranda Mesh T and Maya Camisole Mesh Top, the Resilient Cami Bra, various sweater and sweatshirt styles including the Reset Crew Neck Pullover and Hannah Crewneck Sweater, jumpsuits such as the Sharee Jumpsuit, and seasonal collections like the Warm Wishes Holiday Collection and Dress To Possess Halloween Collection. The company operates on a multi-level marketing model where Independent Retailers purchase inventory wholesale and sell directly to consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Miranda Mesh T
Quantifiable outcome
- Average gross profit of $11,914.53 for all Retailers in 2024; Median gross profit of $1,045.55
- +1 more outcomes
Companies that use LuLaRoe
Customer profileSegments2 records
Ideal customer profiles2 records
LuLaRoe technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LuLaRoe partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
LuLaRoe competitors and assessment
Company assessmentDirect peers
- Cabi: Cabi operates a direct-sales (social-selling) model for women's apparel through independent Stylists who host in-home and virtual parties. Comparable to LuLaRoe in channel structure, target customer (women seeking wardrobe refresh), and boutique-style assortment.
- Matilda Jane Clothing: Matilda Jane sells women's and girls' apparel through a network of independent 'Trunk Keepers' using home-trunk-show parties — a near-identical social-selling GTM motion to LuLaRoe's Independent Fashion Retailers, with a similar size-inclusive, comfort-oriented product ethos.
- Thirty-One Gifts: Thirty-One Gifts is a direct-sales/MLM company selling totes, bags, and home organization through independent consultants via home parties. Comparable to LuLaRoe in its party-based MLM channel, female entrepreneur target audience, and wholesale-to-consultant revenue model.
Emerging players
- Stella & Dot: Stella & Dot runs a multi-level marketing model for fashion accessories and jewelry through independent Stylists. It is comparable to LuLaRoe in MLM structure, target demographic (women entrepreneurs), and pop-up/party-based selling motion, though focused on accessories rather than apparel.
- Beautycounter: Beautycounter sells skincare and cosmetics through a network of independent consultants and a multi-level compensation structure. While it operates in beauty rather than apparel, the social-selling, consultant-driven GTM and female entrepreneur focus closely mirror LuLaRoe's model.
- Fabletics: Fabletics is a women's activewear brand with a membership/community-led commerce model. Comparable to LuLaRoe in its direct-to-consumer, community-driven GTM and broad women's apparel assortment, though it focuses on activewear and uses subscription mechanics rather than MLM.
Broad incumbents
- Avon Products: Avon is the iconic global MLM for beauty and personal care, run through independent Representatives doing door-to-door and party-based selling. It is comparable to LuLaRoe as a foundational benchmark for the MLM channel, though it operates in beauty and has a vastly larger global footprint.
- Mary Kay Inc. Mary Kay is an established MLM cosmetics brand sold through Independent Beauty Consultants. It shares LuLaRoe's MLM DNA, female entrepreneur target, and party/direct-sales GTM, and serves as a useful proxy for the regulatory and reputational risks inherent in this channel.
- Lane Bryant: Lane Bryant is a specialty plus-size women's apparel retailer (stores + e-commerce). It is comparable to LuLaRoe in its core plus/size-inclusive assortment and women's apparel focus, though it uses a conventional retail model rather than MLM.
- Chico's FAS: Chico's FAS operates specialty women's apparel banners (Chico's, White House Black Market, Soma) targeting women over 35. Comparable to LuLaRoe in its women's apparel assortment and middle-market price positioning, but uses a traditional store + e-commerce retail model.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
LuLaRoe social profiles
Digital presenceLuLaRoe financial estimates
Financial estimateRevenue estimate
Valuation estimate
LuLaRoe leadership team
Management profileNumber of profiles
Profiles2 records
LuLaRoe funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LuLaRoe M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LuLaRoe
What does LuLaRoe do?
LuLaRoe designs, sources, and sells women's and children's apparel — including signature leggings, tops, dresses, skirts, bras, jumpsuits, sweaters, sweatshirts, denim, and bottoms — through a multi-level marketing (MLM) channel. Independent Fashion Retailers purchase inventory at wholesale prices and resell to consumers through personal boutiques, home parties, pop-ups, and social media. The company also recruits new retailers via its "Start Your Own Boutique" program and operates a Leadership Compensation Plan that pays top performers for building teams of other retailers.
Is LuLaRoe a public or private company?
LuLaRoe is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LuLaRoe founded?
LuLaRoe was founded in 2012. It employs 1,001 to 5,000 people.
Where is LuLaRoe based?
LuLaRoe is headquartered in Corona, United States, in the North America region.
How does LuLaRoe make money?
One revenue line is on record: wholesale Apparel Sales.
Who are LuLaRoe's main competitors?
Direct peers on record are Cabi, Matilda Jane Clothing and Thirty-One Gifts. Emerging players are Stella & Dot, Beautycounter and Fabletics. Broad incumbents are Avon Products, Mary Kay Inc., Lane Bryant and Chico's FAS.
Does LuLaRoe have an API?
No public API is recorded for LuLaRoe.
What industry is LuLaRoe in?
LuLaRoe's product category is Women's Apparel. Its primary akta.pro industry code is CRAAAAAA, Mass-Market & Lifestyle Apparel Brands, with a secondary code of CRAOADAA, Fashion Apparel Wholesale (Men’s, Women’s, Kids). Its NAICS code is 4581 and its SIC code is 5600.