From The Daily Dot:
Unless you have been living under a rock, you have heard of LuLaRoe. LuLaRoe, the ridiculously popular clothing brand that’s built a huge customer base through private Facebook groups, there’s a good chance your introduction will come soon. You’ll hear a friend raving about LuLaRoe’s brightly patterned, “buttery soft” leggings, or you’ll be invited to an online sale or in-home party.
LuLaRoe is a direct sales company, which means you can only buy its merchandise from “consultants” who buy their inventory from the company and recruit more consultants to work under them (consultants receive 5 percent commission on their underlings’ sales). Consultants can choose how many pieces of the brightly colored clothing to order, but have no idea which colors and patterns they’ll receive (which can be nerve-racking when one considers just how bad the bad patterns can be). This, in turn, creates a sort of scavenger hunt for shoppers looking for rare patterns, styles, and sizes, causing them to join multiple groups hoping to be the first to claim new merchandise during Facebook sales or live “unboxings” streamed on Periscope. Between scooping up and ringing up leggings, LuLaRoe group members trade recipes, weekend plans, inspirational quotes, and thoughts on how to hide purchases from suspicious husbands. The online checkout process involves a Google spreadsheet.
To an outsider, it looks like chaos presented as a pyramid scheme wrapped in floral print spandex. But it’s obviously working: The company has experienced massive growth over the past few years. Started in 2012 by DeAnne Stidham, a single mom, LuLaRoe is still family-owned and extremely private about operational details. Official stats aren’t made public, but the numbers I got from consultants are staggering: The company now has over 30,000 consultants (that number could be as high as 70,000, but again, it’s hard to confirm), with a two- to three-month wait list (called “the queue”) for new sellers wanting to join the team. Once you make it to the top of the list, joining doesn’t come cheap. The initial inventory starter pack costs around $6,000.
If you are interested in buying some LuLaRoe for yourself, you can check out Starr Thompson’s website (here). You don’t need to join her FB page, you can shop directly from her site, which is nice.
Good Luck, and let us know what you think!