At PI LIVE, we caught up with John Sadeghipoor, Chief Marketing Officer at Lulu Guinness, who shared how the heritage brand has experienced a remarkable year of growth and innovation.
“I’ve been at Lulu Guinness for almost a year now, and we’ve done a hell of a lot in one year,” Sadeghipoor says. That momentum is clear: digital orders are up 101% year on year, the brand has launched on TikTok and Snapchat, and new collaborations with Waitrose and John Lewis have brought Lulu Guinness into new spaces, from fashion to food.
“We’ve sold out of the red suitcase covered in lips, it’s a gorgeous piece,” he adds. Offline, the brand is thriving too, with creative events such as a London Fashion Week breakfast at Biscuiteers and the launch of Lulu-designed Christmas chocolates for Waitrose.
But it hasn’t all been smooth sailing. “Google Ads and PMAX have been really challenging for us... you’re competing with the Amazons and Marks & Spencers who have much bigger budgets,” John admits. Despite that, the team has pushed ahead, expanding into Germany, investing in content creation, and “hiring young marketeers who aren’t afraid to get behind the camera.”
Reflecting on the brand’s transformation, Sadeghipoor sums it up: “When I joined, it was about really pushing the boundaries, elevating the brand, understanding the customer and optimising the experience.”
Watch the full interview below to hear how Lulu Guinness is balancing its rich heritage with bold, modern marketing.
