lucy is reopening its online store for women's activewear. The Portland-based retailer launched its original e-commerce website November 15, 1999. Fifteen months later, the company shut down its website and successfully shifted its focus to brick-and-mortar stores. The relaunch of lucy's online business marks the five-year anniversary of the brand's original debut.
“lucy has charted an unconventional path to success,” said CEO Mike Edwards. “Do you know of any other brand that launched as a dot-com, shifted its strategy to brick-and-mortar stores, and then returned to the web?” he asked. “This evolution is proof that lucy is a winning concept.”
Beth Zappitello, director of marketing and one of the founding lucy team members, agreed, “Ironically, this is a step both forward and backward in lucy's history. We're opening up an additional channel to provide women with great activewear. At the same time, we're returning to our roots.” She continued, “We can't wait to tell all our former lucy.com customers about the revival of the lucy website. They have been asking us to return to the web for four years!”
The signature orange website invites online visitors to shop several ways: by silhouette — tops, bottoms, jackets, bras, and accessories; or by activity — run/walk, yoga, gym, outdoor, or on the go.
No matter how they shop, visitors will find the unique mix of merchandise that the lucy brick-and-mortar locations are known for: traditional performance brands, such as adidas and Puma, as well as hard-to-find niche brands like om girl and Prana.
Selections from these brands are combined with the stores' top-selling brand — the exclusive lucy label. The private-label collection is designed in-house and exemplifies lucy's commitment to providing women with functional, stylish workout wear. It offers multiple performance fabrication stories, sizes from extra small to extra large, and three lengths in pants.
“Women that visit our stores love that we carry sizes 0 to 18 and design pants in different lengths — short, regular, and tall. Their overwhelming response shows the tremendous consumer demand for extended sizing,” said Zappitello. “Through the online store, we'll be able to provide active women of various shapes and sizes great-fitting workout wear.”
The re-established e-commerce channel will add to lucy's brick-and-mortar channel, which is currently made up of 14 retail locations in the Western United States. Locations include five Southern California stores in Manhattan Beach, Mission Viejo, Newport Beach, Santa Monica and Studio City; two Bay Area locations in Burlingame and Palo Alto; two Seattle Area stores; two Arizona locations in Scottsdale and Tucson; and three stores in Portland, Houston and Sacramento. Additionally, lucy is planning to open one more store by the end of this year, for 15 stores in total.
