In 2000, Mary Drolet founded Club Libby Lu, an experiential specialty retailer that caters to tween girls ages six through twelve. Together with two partners, she created an interactive, unique shopping and play experience that has grown to ninety-three stores nationwide. Saks, Incorporated, acquired Club Libby Lu in 2003, leaving Drolet at the helm.
The store’s namesake was Drolet’s imaginary childhood friend. She and Libby Lu enjoyed many of the same activities that are part of the in-store experience today—singing, dancing, creating potions, and granting wishes with magic fairy dust.
Before founding Club Libby Lu, Drolet worked at Montgomery Ward & Co. and Claire’s Stores, Inc., where she held various executive roles in merchandising, marketing, and product development.
At the Chicago-based corporate office, known as the “Wish Factory,” Drolet is referred to as the “Procurer of Princess Paraphernalia.” She is also the mother of a tween-age girl and tween-age boy.
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Here is her story:
Q: Describe your company concept and product line.
A: Club Libby Lu is an experience-based retailer for tween girls ages six through twelve. Our mission is to make every little girl feel special.
Each store is sectioned into key zones that appeal to a variety of girls’ interests, including:
- The Style Studio—During a “Libby Du™,” girls dress up as pretend characters such as a rock star or princess.
- Sparkle Spa—Includes all bath products, cosmetics, fragrances, and the “Create-your-own” stations where girls mix spa products like shower gel and body lotion. They can also make their own custom-flavored lip gloss.
- Ear Piercing—A simply “Ear-isistable” experience at Club Libby Lu, this special event in a girl’s life includes a memory certificate, a celebratory song, a special sticker, and a free Libby Charmette™.
- Pooch Parlor—It’s just like shopping for your own dog. Girls choose from six adorable dogs, name them, dress them and take them home in a fancy carrier.
- Shopping/Products—Our merchandise is designed around what is important to and hot among tween girls—cool stuff to decorate their rooms, sleepover kits, trendy apparel, and much more (books, music, stationery, etc.).
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