Lulu & Georgia
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.
- Company typePrivate
- Founded2012
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
Lulu & Georgia firmographics
Firmographics- 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
Lulu & Georgia industry classification
Industry- 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
Where Lulu & Georgia is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Lulu & Georgia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Sale/Markdown pricing on select styles |
| One time/ perpetual license | Pay-as-you-go | Ginny Macdonald Collection pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Lulu & Georgia product offering
Product offeringCore 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.
Companies that use Lulu & Georgia
Customer profileSegments3 records
Ideal customer profiles3 records
Lulu & Georgia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lulu & Georgia partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, core and minor.
- Sarah Sherman SamuelflagshipSarah 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 MacdonaldflagshipGinny 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 SongcoreAimee 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 ArnoldcoreJake 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 CailliercoreHeidi Caillier is listed as a designer collaborator on the Lulu & Georgia website, with products spanning furniture and décor categories.
- DISC InteriorscoreDISC Interiors collaborates with Lulu & Georgia on a line of bedding and home textiles, including the Oike Linen Duvet Cover collection.
- Lolly Lolly CeramicscoreLolly 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 ByrdcoreÉlan Byrd collaborates with Lulu & Georgia on the Currents Hand-Knotted Wool Rug collection, with rugs ranging from $498 to $3,798.
- Carly CushnieminorCarly Cushnie is listed as a designer collaborator on the Lulu & Georgia website.
- Rylee + CruminorRylee + Cru is listed as a designer collaborator on the Lulu & Georgia website, with a collection targeting nursery and kids' décor.
- Amber Lewis x LoloicoreAmber 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 SuryaminorBecki Owens partners with Surya on rug collections (Marlene I Rug) sold through Lulu & Georgia, priced from $70 to $1,070.
- Eny Lee ParkerminorEny 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 GoodsminorMorrow Soft Goods collaborates on the Alina Bath Mat collection sold through Lulu & Georgia, priced from $129 to $219.
- Pure SaltminorPure Salt creates wallpaper collections (Textured Check Peel and Stick Wallpaper) sold through Lulu & Georgia.
- Tartan Blanket Co (TBCo)minorTBCo (Tartan Blanket Co) collaborates on the Lambswool Throw collection sold through Lulu & Georgia, priced from $154 to $220.
- SkeemminorSkeem creates the Match Cloche decorative collection sold through Lulu & Georgia, with items discounted to ~$30.
Recent moves6 records
Expansion highlights6 records
Lulu & Georgia competitors and assessment
Company assessmentDirect 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
Lulu & Georgia social profiles
Digital presenceLulu & Georgia compliance and trust
Trust signalCompliance1 record
Lulu & Georgia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lulu & Georgia leadership team
Management profileNumber of profiles
Lulu & Georgia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lulu & Georgia 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 Lulu & Georgia
What does Lulu & Georgia do?
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.
Is Lulu & Georgia a public or private company?
Lulu & Georgia is a private company. It is classified as unknown and is currently operating.
When was Lulu & Georgia founded?
Lulu & Georgia was founded in 2012. It employs 101 to 250 people.
Where is Lulu & Georgia based?
Lulu & Georgia is headquartered in Los Angeles, United States, in the North America region.
How does Lulu & Georgia make money?
One revenue line is on record: product Sales.
Who are Lulu & Georgia's main competitors?
Direct peers on record are Joybird, Interior Define, Burrow, Article, West Elm and CB2. Emerging players are The Citizenry and Castlery. Broad incumbents are Crate & Barrel and Wayfair.
Does Lulu & Georgia have an API?
No public API is recorded for Lulu & Georgia.
What industry is Lulu & Georgia in?
Lulu & Georgia's product category is Online Home Furnishings Retail. Its primary akta.pro industry code is CRAIABAF, Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise), with a secondary code of CRAIAAAJ, Outdoor Furniture Retail (Patio Seating, Dining Sets, Umbrellas, Outdoor Storage). Its NAICS code is 4491 and its SIC code is 5700.