Lulu & Georgia

What Lulu & Georgia does

Lulu & Georgia is a US-based, privately held direct-to-consumer e-commerce retailer specializing in design-forward furniture, rugs, lighting, décor, bed and bath, and outdoor home goods. The company operates primarily through its Shopify-hosted website (luluandgeorgia.com), complemented by a physical showroom for in-person browsing, and ships to the 48 contiguous United States only. Its catalog blends proprietary products with an extensive portfolio of exclusive designer collaborations — including Sarah Sherman Samuel, Ginny Macdonald, Aimee Song, Jake Arnold, Heidi Caillier, DISC Interiors, Lolly Lolly Ceramics, Élan Byrd, Carly Cushnie, and Rylee + Cru — spanning furniture, lighting, rugs, ceramics, bedding, and kids' décor.

The business generates revenue primarily through one-time product sales at a wide price range (~$30 decorative accessories to ~$7,598 sectional sofas), supplemented by seasonal promotions of up to 40% off, an open-box deals channel, personalization services for bath linens, and a gift registry. Beyond consumer retail, Lulu & Georgia operates two distinct B2B programs: a Trade Program for interior designers offering professional pricing, and a Contract Program for commercial, hospitality, and multifamily buyers requiring contract-grade specifications. A complimentary virtual interior design consultation service and active social/influencer marketing (Instagram, Facebook, content blog) support customer acquisition and project-based purchases.

Customer segments include individual residential homeowners (primary), professional interior designers/trade, and contract/commercial buyers. The company has no disclosed external funding, operates without a parent company or subsidiaries, and provides no public revenue figures; operating status appears active with no signs of distress or restructuring.

Name

Lulu & Georgia

Legal name

Lulu & Georgia

Website

https://luluandgeorgia.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Lulu & Georgia is a US-based direct-to-consumer e-commerce retailer selling design-forward furniture, rugs, lighting, and home décor through its Shopify storefront, with exclusive designer collaborations, a Trade Program for interior designers, a Contract Program for commercial buyers, and complimentary virtual design services.

Ownership category

akta.pro rank

Product category

Online Home Furnishings Retail

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture Retailers (449110), Home Furnishings Retailers (44912)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industries

Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage) (CRAIAAAJ), Bed Frames, Foundations & Headboards Retail (CRAIABAE), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Entertainment & Media Furniture Retail (TV Stands, Media Consoles, Wall Units, Speaker Stands) (CRAIAAAI)

Keywords

• Home furniture retail
• Designer decor collections
• Online home furnishings
• Rugs and lighting
• Interior design services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Product Sales: Lulu & Georgia generates revenue primarily through the direct sale of furniture, rugs, lighting, décor, tabletop, wall coverings, bedding, bath, and outdoor products. Prices range from low-ticket items (e.g., decorative bowls at ~$30) to high-ticket furniture pieces (sectional sofas from ~$3,698–$7,598). The company runs seasonal sales and limited-time promotions offering up to 40% off select styles. Additional revenue streams include personalization services for bath linens and an open-box deals program for discounted items.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Lulu & Georgia is a direct-to-consumer e-commerce home furnishings retailer that curates and sells designer furniture, rugs, lighting, decor, wallpaper, bedding, and bath products through its Shopify-based website. The company complements product sales with complimentary virtual interior design services, a Trade Program for design professionals, and a Contract Program for commercial and hospitality buyers. It operates a physical showroom in addition to its online storefront and ships to the 48 contiguous U.S. states.

Product overview

Lulu & Georgia is a direct-to-consumer e-commerce home furnishings retailer offering a curated selection of furniture, rugs, lighting, outdoor furniture, decor, wall art, wallpaper, pillows, throws, and bed and bath products. The company operates primarily through its Shopify-hosted e-commerce platform, supplemented by physical showrooms. Their product portfolio spans both proprietary branded items and exclusive designer collaborations, including collections from Sarah Sherman Samuel, Ginny Macdonald, Heidi Caillier, Aimee Song (song of style), Jake Arnold, DISC Interiors, Lolly Lolly Ceramics, Rylee + Cru (nursery and kids), Elan Byrd, and Carly Cushnie. Beyond retail products, Lulu & Georgia offers complimentary virtual interior design services, a trade program for design professionals, a contract program for commercial projects, a wedding registry service, and product personalization options including monogramming for bath linens. The company also operates a sale section and open box deals channel.

Differentiator

Problem solved

Functional benefit

Products and services

• Furniture Curated sofas, chairs, beds, and other household furniture items sold through the Lulu & Georgia online store and showroom, targeting residential and trade customers.
• Rugs Area rugs and floor coverings in curated sizes and designs, sold to residential and trade customers through the website and showroom.
• Lighting Table lamps, floor lamps, pendants, and other lighting fixtures sold through the Lulu & Georgia online store and showroom.
• Decor Decorative accessories such as vases, pillows, mirrors, and accent objects sold through the Lulu & Georgia online store and showroom.
• Wallpaper Decorative wallpaper sold by the roll or panel through the Lulu & Georgia online store and targeted at residential and trade customers.
• Bedding Bedding products including sheets, duvets, pillows, and related bedroom textiles sold through the Lulu & Georgia online store.
• Bath Bath products including towels, rugs, and accessories sold through the Lulu & Georgia online store.
• Designer Collections Exclusive product collaborations with named designers such as Sarah Sherman Samuel and Ginny Macdonald, offering limited or curated assortments of furniture, rugs, lighting, and decor.
• Complimentary Design Services Free virtual interior design consultations offered to customers to help select and coordinate products from the Lulu & Georgia catalog for their spaces.
• Trade Program Dedicated B2B program offering trade pricing and service to interior designers and decorators sourcing Lulu & Georgia products for client projects.
• Contract Program Dedicated B2B program for commercial and hospitality buyers purchasing furniture, rugs, lighting, and decor for properties such as hotels, restaurants, and multifamily developments.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered flagship, core and minor.

• Sarah Sherman SamuelflagshipStrategic or Co-development PartnerSarah Sherman Samuel is one of Lulu & Georgia's flagship designer collaborators, with an extensive collection spanning furniture (sofas, sectionals, daybeds), lighting (flush mounts, chandeliers), wall mirrors, picture frames, and wallpapers. The collaboration includes exclusive product lines and is prominently featured on the website's main navigation and collaborations page.
• Ginny MacdonaldflagshipStrategic or Co-development PartnerGinny Macdonald's collection with Lulu & Georgia includes furniture (beds, dressers, sideboards, accent chairs, sofas, sectionals, daybeds, dining tables, dining chairs), lighting (table lamps, floor lamps, sconces, flush mounts, pendants, chandeliers), decorative accessories (trays, picture frames), and mirrors (mantel mirrors, vanity mirrors, full-length mirrors). The collection is described as blending British design sensibility with California lifestyle, featuring handcrafted details.
• Aimee SongcoreStrategic or Co-development PartnerAimee Song collaborates with Lulu & Georgia on a collection of lighting (chandeliers, flush mounts) and decorative accessories (pillows, vases, dinnerware). The Nara Chandelier by Aimee Song is a flagship exclusive product priced at $998.
• Jake ArnoldcoreStrategic or Co-development PartnerJake Arnold has a collection with Lulu & Georgia featuring rugs (Beddow Flatweave Jute Rug, Wilcox Handwoven Wool Rug) and other home goods. Products are sold at both full price and in the sale section.
• Heidi CailliercoreStrategic or Co-development PartnerHeidi Caillier is listed as a designer collaborator on the Lulu & Georgia website, with products spanning furniture and décor categories.
• DISC InteriorscoreStrategic or Co-development PartnerDISC Interiors collaborates with Lulu & Georgia on a line of bedding and home textiles, including the Oike Linen Duvet Cover collection.
• Lolly Lolly CeramicscoreStrategic or Co-development PartnerLolly Lolly Ceramics partners with Lulu & Georgia on a collection of ceramic home goods including the Lune Indoor/Outdoor Side Table and Dew Drop Dinnerware Collection, sold both at full price and in the sale section.
• Élan ByrdcoreStrategic or Co-development PartnerÉlan Byrd collaborates with Lulu & Georgia on the Currents Hand-Knotted Wool Rug collection, with rugs ranging from $498 to $3,798.
• Carly CushnieminorStrategic or Co-development PartnerCarly Cushnie is listed as a designer collaborator on the Lulu & Georgia website.
• Rylee + CruminorStrategic or Co-development PartnerRylee + Cru is listed as a designer collaborator on the Lulu & Georgia website, with a collection targeting nursery and kids' décor.
• Amber Lewis x LoloicoreStrategic or Co-development PartnerAmber Lewis collaborates with Loloi on rug collections (Lilah Handwoven Jute Rug, Blair Pillow) sold exclusively through Lulu & Georgia. The Lilah rug ranges from $125 to $1,815.
• Becki Owens x SuryaminorStrategic or Co-development PartnerBecki Owens partners with Surya on rug collections (Marlene I Rug) sold through Lulu & Georgia, priced from $70 to $1,070.
• Eny Lee ParkerminorStrategic or Co-development PartnerEny Lee Parker creates furniture collections (Lu Coffee Table, Mila Chair) sold through Lulu & Georgia, with items appearing in both full-price and sale listings at discounts up to 50%.
• Morrow Soft GoodsminorStrategic or Co-development PartnerMorrow Soft Goods collaborates on the Alina Bath Mat collection sold through Lulu & Georgia, priced from $129 to $219.
• Pure SaltminorStrategic or Co-development PartnerPure Salt creates wallpaper collections (Textured Check Peel and Stick Wallpaper) sold through Lulu & Georgia.
• Tartan Blanket Co (TBCo)minorStrategic or Co-development PartnerTBCo (Tartan Blanket Co) collaborates on the Lambswool Throw collection sold through Lulu & Georgia, priced from $154 to $220.
• SkeemminorStrategic or Co-development PartnerSkeem creates the Match Cloche decorative collection sold through Lulu & Georgia, with items discounted to ~$30.

Recent moves6 records

Expansion highlights6 records

Direct peers

• Joybird: Joybird is a DTC modern furniture brand offering customizable sectionals, chairs, and case goods with showrooms and online sales. It directly overlaps Lulu & Georgia on mid-century/modern aesthetic, mid-premium price points, and the customizable-order e-commerce model.
• Interior Define: Interior Define is a DTC customizable furniture brand specializing in made-to-order sofas and sectionals. Comparable to Lulu & Georgia because both serve the same design-conscious customer looking for higher-end, customizable, direct-purchased home furnishings.
• Burrow: Burrow is a DTC furniture startup known for modular, easy-to-ship sofas and seating sold direct-to-consumer. Comparable to Lulu & Georgia as a digitally native furniture brand targeting design-savvy urban consumers; overlaps in seating, accent chairs, and curated accessories.
• Article: Article is a DTC modern furniture brand with e-commerce and showroom presence (including a Denver showroom) selling mid-century and contemporary sofas, dining, and case goods. Comparable to Lulu & Georgia because both compete for design-conscious residential buyers via online-first models.
• West Elm: West Elm, a Williams-Sonoma brand, sells modern, designer-driven furniture and home decor through e-commerce and many showrooms. It is the closest direct comparable to Lulu & Georgia in product aesthetic, target customer (design-conscious residential consumers), and price tier ($300–$5,000+ furniture).
• CB2: CB2 is Crate & Barrel's modern, design-forward sister brand targeting younger, urban consumers with curated contemporary furniture and decor. Highly comparable to Lulu & Georgia in product style, price band, and DTC-plus-showroom retail model.

Emerging players

• The Citizenry: The Citizenry is a DTC home brand offering globally sourced, artisan-made bedding, rugs, and furniture at accessible-luxury prices. Highly comparable to Lulu & Georgia in elevated, design-forward aesthetic and direct-to-consumer model, though it leans more textural/soft-goods.
• Castlery: Castlery is a DTC modern furniture brand with showrooms serving both US and international customers in mid-premium contemporary style. Comparable to Lulu & Georgia on aesthetic, target customer, and multi-showroom-plus-DTC operating model.

Broad incumbents

• Crate & Barrel: Crate & Barrel operates multi-category home furnishings retail with showrooms, e-commerce, and a registry business. Comparable to Lulu & Georgia because both target homeowners seeking curated modern home goods, though Crate & Barrel carries broader, more mass-market assortments.
• Wayfair: Wayfair is the largest pure-play online furniture and home furnishings retailer in the US, offering a far broader catalog than Lulu & Georgia. Highly comparable because it shares the DTC e-commerce model targeting consumers furnishing residential spaces, even though Wayfair spans mass-market price points rather than the accessible-luxury aesthetic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/luluandgeorgia
• LinkedInlinkedin.com/company/lulu-and-georgia
• Instagraminstagram.com/luluandgeorgia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lulu & Georgia